Cosmetics Business named "waterless beauty" as one of their top trends to watch.
Water is often used in formulations as a cheap base but once you remove that water, botanicals and oils are used instead, which results in a much more potent offering. Essentially, you're getting more bang for your buck.
- Refinery 29: The Boom Of Water-Free Beauty by Elizabeth Bennett, Jacqueline Kilikita
"Waterless beauty, a small but increasingly intriguing category comprised of brands and products that think of water differently at varying points in the product lifecycle, has become a hot topic as the beauty industry rethinks sustainability".
- WWD: How Brands Are Rethinking Water Conservation By Allison Collins
“Highly active formulations are packed with high-performing, active naturals that deeply nourish the skin, repair its natural moisture, and boost skin’s renewal cycle. Waterless products, in particular, are more highly concentrated as they are not filled and diluted with water, which is inactive.”
-COSMOTRENDS report, curated by BEAUTYSTREAMS, renowned global beauty trend forecasting agency.
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Miracle oil and moisturizer were the only products in the last year that made my skin consistently feel hydrated. makeup goes on really nicely after and skin doesn´t feel itchy, flaky or wrinkly.
Every aspect of this brand´s experience was beautiful from the primary packaging to the secondary packaging to the product itself to the website. All elements of the brand exuded “luxury” in a way that really contributed to the overall wellness experience.
— Margo Cole, expert evaluator at Indie Beauty Expo Best In Show awards
Beautifying Toner: Birch sap is super nourishing for the skin, and pine bark is incredible for boosting collagen and balancing the skin, which is exactly what I look for in a toner. This isn´t your typical run-of-the mill rose water toner. This is toner for people who are serious about their skin and want to experience real results.
After I started using Henua products I couldn’t believe it. Even my mother asked what I had done to my skin because it was glowing. The redness and itchiness is gone and I no longer get bumps on my skin. My skin also feels more even and moisturised. Even my self esteem is better because of my improved skin.
I'm going to make a bold statement: this is the best face moisturizer ever. The Henua Recharging Moisturizer is clean, effective, not greasy and with a 100% powerful formula. A plus? It doesn’t contain water but birch sap extract.
I sooner stop my home insurance than run out of Miracle Vitamin oil!