Consumers are increasingly looking to balance their use of products with an environmental conscience, and we’re seeing this demand met by a new wave of products being promoted as ‘waterless’.
An interesting article which is quite thought-provoking. Many products have, as their main content "water" - even though it is called "Aqua" - and as we use a lot of water in the general cleansing process, why do we need to spend money on buying water in beauty products.
As pointed out, many of products which are "waterless" can use significant amounts of water in their production, but as we aim to lower the carbon footprint in general terms, it is certainly an area for innovation.
Please read the complete article by following the underlined link.