How The Potion Is Innovating Waterless Beauty

January 22, 2021

How The Potion Is Innovating Waterless Beauty

Something you may not know about The Potion is that we are a fully waterless brand. We’ve made the intentional decision to formulate all of our products without water in the bottle. Our passion for waterless beauty was born out of concern for the environment and recognizing something missing in the types of skincare products available for someone looking to avoid preservatives. We work tirelessly to innovate waterless skincare products that are truly effective, unique, and can replace all of those water-filled bottles on your vanity.

Why waterless?

Products containing water (often 50-80%), require larger bottles. Once that bottle is manufactured, filled, and shipped, all of that extra packaging material and product weight leads to an increased eco footprint (if you are against bottled water, water based skincare products are the beauty equivalent). As a consumer, choosing a long lasting, concentrated product with smaller packaging is an easy way to reduce your impact on the Earth.

Any cosmetic product containing water, requires a preservative to inhibit bacterial growth. After all, water is where life thrives, and bacteria is alive. Preservatives may be problematic for our skin’s delicate microbiome (the amazing array of microorganisms that call our skin home), and some people with sensitive skin can react poorly to preservatives. Many skincare consumers are seeking preservative free skincare for various reasons, and this just isn’t an option with water-based formulas.

Many water-based formulas also require fillers, thickeners and texture enhancers to give the product substance. Potions on the other hand, contain ONLY ingredients that serve a purpose for your skin. They are potent, luxurious and remarkably effective because you are getting the highest quality botanical and research proven ingredients in their purest form. 

How we are innovating waterless beauty

So why do most brands make water-based products? For good reason! Hydration from water is necessary for optimal skin health. Here’s where our remarkable innovation comes in to create a beautiful relationship between eco friendly skincare and effective skincare. Waterless beauty isn't an entirely new concept, but The Potion IS and entirely new type of waterless product. We’ve created water-free formulas that capture hydration from your tap. Our unique, 100% natural, water-loving oils offer your skin everything is needs (lipids, humectants and hydration from water) without water in the bottle. When used on wet skin, The Potion absorbs fresh water moisture and carries it deep into your skin, leaving you hydrated and glowing. Our Face Masks are made with clays, freeze dried botanicals and powdered extracts, you add your own water and other liquid mix-ins at home. Our newest innovation is Fairy Fountain a completely concentrated, oil-free, waterless hydrating serum (it replaces toner, essence and anti-aging serums, all in one bottle!) Our passion is for less waste, healthier beauty, and pure luxury!

A minimalist approach

Reducing our consumption is one of the most important things we can do to reduce our impact on the Earth. We are a waterless, minimalist company and our products are concentrated and filled to the brim. This means you get the most product and longest use out of each Potion you purchase. We’ve created formulas that capture the benefits of the water from your tap, without putting it in the bottle (this means we can use smaller packaging and no preservatives). In addition to this, our Potions are multi-purpose. This means you can reduce the number of separate products that you use, making for less waste (and less clutter on your counter). We believe in a minimalist approach to beauty because it’s good for your skin, and because it’s better for the planet.

Choosing waterless cosmetics is just one way to encourage a minimalist, healthy lifestyle. What other small steps do you take in your day-to-day to care for your wellbeing and our beautiful Mama Earth?

Xoxo

Sylvan & Joy




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