Hello, beauty enthusiasts! Ever thought about the story behind your favorite serum or lipstick? Beyond the promise of radiant skin or the perfect pout, there's a deeper narrative intertwined with the beauty industry: its relationship with water. From the fields where our favorite natural ingredients bloom to the labs where products come to life, water is a silent yet crucial player. Indeed, depending on the product category, beauty products can contain anywhere from 60% to 85% water (Natrue).
Water serves as the predominant solvent in cosmetics and personal care items, effectively dissolving numerous ingredients responsible for providing skin benefits, including conditioning agents and cleansing agents (Cosmetics Info). But here's the thing: our planet's fresh water isn't as endless as our love for beauty products.
The industry is waking up to this reality. There's chatter about 'waterless beauty' and a wave of sustainable trends making headlines. But is going entirely waterless the ultimate solution? Or are there other paths we can tread to ensure our beauty rituals don't leave the planet parched?
Join us on this journey as we delve into the beauty industry's water footprint, spotlighting sustainable practices and the trailblazing brands leading the way.
Quick Summary
The beauty industry significantly impacts water resources through extensive use in product formulation, ingredient cultivation, and manufacturing processes, with products containing up to 85% water and contributing to a large water footprint that encompasses the entire lifecycle from ingredient cultivation to consumer use.
Wastewater and pollution from the industry, including harmful chemicals and microplastics from products and packaging, pose significant threats to water quality and marine ecosystems, with beauty products and their residues contributing to the contamination of freshwater sources and oceans.
Sustainable solutions within the industry include waterless beauty products, sustainable packaging, conscious ingredient sourcing, optimized water use in manufacturing, and consumer practices aimed at reducing water usage and supporting eco-friendly brands, collectively contributing to reducing the industry's water footprint and environmental impact.
Splash 101: Decoding the Water Footprint Phenomenon
Water is the essence of life. It's in every drop of serum, every dollop of cream, and even in the powders we dust on our faces. But have you ever stopped to think about the real cost of that hydration? Enter the concept of the water footprint.
A water footprint isn't just about the direct water used in a product. It's a comprehensive look at the total volume of freshwater used, wasted, and polluted to produce a product, from its inception to its final form (Water Footprint). In the beauty industry, this can encompass everything from the water irrigating the fields of aloe vera and rose petals to the water used in factories during product formulation.
Now, you might wonder, why does this matter? Well, our planet is facing a water crisis. While about 71% of the Earth's surface is covered in water, only 3% of that is fresh water i.e., not salty and suitable for consumption if clean or processed. And of that tiny percentage, only 0.5% is easily accessible, with the rest trapped in glaciers, snowfields, soil and atmosphere (USBR). And with increasing global demands, this precious resource is under immense strain. According to the World Resources Institute, many countries will face high-level water stress by 2040.
Roughly 120 billion liters of water are believed to be used by the beauty industry every year (Energy5, 2023). Let's break down the beauty industry's water footprint:
From fields to factories: Natural ingredients are the backbone of many beauty products. But did you know that some of these, like almonds, are very water-intensive? For instance, it takes up to 3 gallons or 11 liters of water to grow one almond (Medium, 2022)? That's a lot of water for just one tiny nut! And it's not just almonds; fields of roses, lavender, and other botanicals also have their water needs. But the story doesn't end in the fields. Once these ingredients are harvested, they head to factories for formulation. Here, water plays multiple roles - from cooling equipment to cleaning and, of course, being a primary component in many products. As highlighted by this ScienceDirect article, water is needed at all stages of the cosmetic product life cycle, leading to high consumption and potential pollution impacts.
Packaging: That sleek packaging of your favorite products? It's not just about aesthetics. Producing plastics for these packages is water-intensive. According to Dallmeier, at least 75 billion tonnes of plastic packaging is produced globally each year for the beauty industry. This production requires billions of cubic meters of water.
Transportation: Once these products are packaged and ready, they need to be transported to stores and homes worldwide. Ships, trucks, and planes, all integral to this transportation process, have their own water footprints, especially when you consider the water needed for cooling and maintenance.
The consumer's role: Our beauty rituals come with their own set of water tales. Consider this: a 10-minute shower can use up to 25 gallons or 95 liters of water (Water Footprint Calculator). Add to that the rinsing of products like shampoos, conditioners, and face washes, and you'll see how quickly the numbers add up. And it's not just about quantity; the quality of water is affected too. Residues from products can contaminate water sources, leading to larger environmental challenges.
Wastewater: After production, there's the issue of wastewater. This water, often contaminated with chemicals, dyes, and other pollutants, can end up in rivers and oceans if not properly treated, affecting aquatic life and even our own health.
The Beauty Industry’s Murky Waters: Wastewater and Water Pollution
The beauty industry, with its vast array of products, inevitably produces a significant amount of waste. A major chunk of this is industrial wastewater, which has emerged as a dominant pollution type in recent times. This wastewater often contains residues of the very products we love - from creams to serums (Springer, 2022). If not treated correctly, this wastewater can contaminate our freshwater sources. This not only affects aquatic ecosystems but can also have repercussions for human populations. Imagine chemicals from a face wash or a moisturizer ending up in a nearby river or lake!
But the story doesn't end with wastewater. When we rinse off our beauty products, certain ingredients can have detrimental effects on marine life. Remember those tiny, gritty particles in exfoliating scrubs? Those are small pieces of plastic (less than 5mm in diameter) called microbeads, and they've been a significant concern. Researchers analyzed a facial scrub produced by a certain multinational corporation and found that it contained approximately 330,000 individual microplastic beads (Save the Water, 2014). These tiny plastic particles can wash down drains and end up in our oceans, where they're ingested by marine life, causing harm and entering the food chain. The Netherlands were the first country to ban microbeads in 2014, with other countries like Italy, Australia, Korea, the UK and the US following (OECD, 2020). Another example? Many sunscreens contain chemicals like octinoxate and oxybenzone. These might protect our skin from UV rays, but when they wash off, they can bleach and damage coral reefs, disrupting marine ecosystems. Another hidden culprit is packaging. Each year, the beauty industry produces 120 billion packaging units (Earth.org, 2023). A significant portion of this packaging, sadly, isn't recycled, making the beauty industry one of the key contributors in the annual dumping of millions of tonnes of plastic waste into our oceans (Save the Water, 2021; Vogue, 2022).
Making Waves: How Brands Can Reduce Their Water Footprint
As we navigate the beauty industry's relationship with water, there's a beacon of hope. Brands are stepping up, innovating, and making waves (pun intended!) to reduce their water footprint. Here are some actions they can do to decrease their dependency on water:
Embracing waterless beauty: Brands have started offering waterless products, i.e., products formulated without water or with minimal water content. Brands like Faith in Nature and Glivee have been at the forefront, creating solid shampoos and conditioners that require no water in their formulation. Similarly, Susteau has developed water-activated haircare products that come in powder form, drastically reducing the water content typically found in liquid shampoos.
Sustainable packaging: Packaging isn't just about aesthetics; it's about responsibility. Aveda has been a pioneer in using post-consumer recycled materials for their packaging. On the other hand, Ethique has completely ditched plastic, offering solid beauty bars wrapped in compostable materials, ensuring minimal waste.
Conscious ingredient sourcing: Alpyn Beauty stands out by wildcrafting ingredients. This means they harvest wild plants sustainably, ensuring no harm to the environment and minimal water usage. Their practices ensure that ecosystems remain undisturbed and water sources unpolluted.
Water consumption optimization in manufacturing: Aveda has implemented initiatives to reduce water consumption in their manufacturing processes. Meanwhile, L'Oréal has set up wastewater treatment processes in their facilities, ensuring that the water they use is treated and recycled, minimizing wastage.
Reduce water in supply chain: Weleda and Dr. Hauschka are champions of biodynamic farming. They source ingredients from farms that follow sustainable agricultural practices, ensuring minimal water wastage and no chemical runoff. Meanwhile, two out of three criteria used by L'Oréal for their supplier selection are related to their water management.
Limit harmful discharges: BABOR utilizes a microfiltration system filtering sewage and producing around 15,000 liters of clean water per day, while LUMENE has invested in water purifying systems (Beauty Packaging, 2020).
Become “Ocean Positive”: OSEA has been the first beauty brand to become "Ocean Positive." This means that they not only aim to reduce harm to the oceans but actively contribute to their betterment. Besides using sustainable packaging and ingredients that don't harm marine life, OSEA invests in coastal restoration projects that sequester carbon from the atmosphere
Every Drop Counts: Practical Steps to Limit Your Beauty Water Footprint
The beauty industry's water footprint is vast, but as consumers, we have the power to make a difference with our daily choices. Here are some practical steps to help you conserve water in your beauty routine:
Remove your makeup mindfully: Instead of letting the tap run, wet a reusable makeup remover pad or cloth, turn off the tap, and then use it to wipe off makeup.
Have shorter showers: Reducing your shower time by even a minute can save up to 900 gallons or 3400 liters of water per year. Consider using a shower timer or playing a short song to keep track (CNET, 2023).
Opt for waterless or concentrated beauty products: Opt for products that don't require water for application or removal, like powder cleansers, stick moisturizers, or dry sheet masks, or for concentrated products that require less water in their formulation and can be diluted as needed.
Limit bath time: As luxurious as they are, baths can use up to 40 gallons or 150 liters of water. If you're a bath lover, try to limit them to special occasions or use a half-filled tub (GWMWater).
Turn off the tap: Whether you're brushing your teeth, exfoliating your face, or applying a mask, always turn off the tap when it's not in use.
Reuse: If you've rinsed out a product container, use that water for your plants or cleaning, rather than pouring it down the drain.
Educate & advocate: Stay informed about the water practices of your favorite brands and support those that prioritize water conservation. Your purchasing power can drive change.
In the vast ocean of beauty, every drop of change truly counts. Our individual choices, from the products we select to the habits we cultivate, create ripples that can lead to a tidal wave of positive impact. By being mindful of our water footprint and supporting brands that prioritize sustainability, we're not just enhancing our beauty routines; we're championing a future where beauty and conservation coexist harmoniously. So, the next time you reach for that cleanser or moisturizer, remember: you have the power to shape the future of beauty, one drop at a time.
FAQs
How much water is used in cosmetics?
Beauty products, depending on their category, can contain anywhere from 60% to 85% water.
How is water used in cosmetics?
Water serves as the predominant solvent in cosmetics and personal care items, effectively dissolving numerous ingredients responsible for providing skin benefits, including conditioning agents and cleansing agents.
How much water does the beauty industry consume?
The beauty industry uses roughly 120 billion liters of water every year.
What is the concept of the water footprint in the beauty industry?
A water footprint provides a comprehensive look at the total volume of freshwater used, wasted, and polluted to produce a product, from its inception to its final form. In the beauty industry, this includes everything from irrigating fields of natural ingredients to water used in factories during product formulation.
What is waterless beauty?
Waterless beauty refers to products formulated without water or with minimal water content. These products are seen as more sustainable and eco-friendly due to their reduced water footprint.
How can we save water in the beauty industry?
To save water in the beauty industry, we can use wet reusable pads for makeup removal, shorten showers, and limit baths. Opting for waterless or concentrated beauty products is also beneficial. It's essential to turn off the tap when not in use, reuse water from rinsed product containers, and support brands that prioritize water conservation.
What are the environmental concerns related to the beauty industry's wastewater?
The beauty industry produces a significant amount of industrial wastewater, which can contaminate freshwater sources if not treated correctly. This affects aquatic ecosystems and can have repercussions for human populations.
What are microbeads and why are they a concern?
Microbeads are small pieces of plastic found in exfoliating scrubs. They can wash down drains and end up in oceans, where they're ingested by marine life, causing harm and entering the food chain.
How are brands reducing their water footprint?
Brands are embracing waterless beauty, using sustainable packaging, sourcing ingredients consciously, optimizing water consumption in manufacturing, reducing water in the supply chain, limiting harmful discharges, and becoming "Ocean Positive."