Powder power: a zero-waste solution in evolution

OUR bathrooms have become a veritable powder keg. And behind that is the challenge the beauty industry has set itself to minimize if not fully eliminate plastic packaging from cosmetic products. Already beloved by DIY enthusiasts, the powder format is now also being used in more classic products, in everything from cleansers to scrubs and deodorants.

On the occasion of the International Day of Zero Waste, March 30, we look at why powder might be your new best friend when it comes to constructing a beauty panoply.

Consumers may be more accustomed to powders in their kitchens, such as cocoa powder, powdered milk and protein powder, but beauty products in powder form are gradually gaining ground.

Rather niche before the Covid-19 pandemic, they have grown as a phenomenon alongside the DIY movement, specifically allowing consumers to formulate many homemade concoctions via safe, clean, natural and inexpensive formulas.

But as mainstream society heads in the direction of a zero-waste bathroom, consumers are now turning in large numbers to powder-based cosmetics, whatever their nature.

Moving towards a zero-waste vanity

A favorite among DIY enthusiasts and a familiar format for fans of K-beauty, powder cosmetics are defined by the fact that their ingredients contain zero water content, unlike traditional beauty products.

This may not seem like a big deal, but in fact water is usually the key ingredient in cleansers, masks, scrubs, shower gels, masks and more.

So how can the same effects be achieved with these waterless formulations? It's simple, it's up to the consumer to add the water to these active-ingredient-packed powders.

And there's an advantage to that since it allows them to concoct a customized texture, suited to their individual needs and skin type; something that the majority of traditional cosmetics which are formulated for a majority of people do not necessarily offer.

Not content with being customizable, powder cosmetics have little or no preservatives, since there is no water, and can be packed with more active ingredients.

As a bonus, globe-trotters will appreciate the fact that they don't need to be carried in the airplane hold, or limited to only a few dozen milliliters, since they are not liquids.

And, to top it all off, they are more environmentally friendly. Less bulky and heavy, their logistics have less impact on the planet, and they reduce the amount of plastic in our bathrooms. What more could you ask for?

A growing number of brands in the segment

While not all consumers like the texture of solid cosmetics, powder formats seem to be an ideal alternative to traditional routines.

Or at least, they come pretty close. And virtually all brands seem to have taken the plunge, from niche brands to the biggest luxury houses.

This should facilitate the format's development in the months and years to come.

The brands Yanne Wellness, Tatcha, Yodi and Eyden are among those that offer numerous powder cosmetics, from revitalizing masks to exfoliating powders to purify the skin, as well as shampoos and facial cleansers.

Perlucine, which specializes in cosmetics featuring white oyster shell powder, offers a wide range of products of this type, from shampoo to deodorant, toothpaste and shower gel.

Luxury houses and consumer brands have also started using powder formulations. Dior, for example, has its Hydra Life Time to Glow - Ultra Fine Exfoliating Powder, and Klorane sells a 3-in-1 Purifying Powder that transforms into a foam on contact with water.

Note that other brands, such as 900.care, have chosen in-between offerings, with solid cosmetics that also turn into a liquid on contact with water.

This is the case with the brand's shower gels, that can be customized in line with individual tastes and desires.

Powdered or solid, cosmetics have well and truly set a transformation in motion, helping consumers shift to zero-waste alternatives.