Liquid Shampoo – a Concept of the Past? The first product ready to be launched by a beauty startup features an “Out of this World Amazing” concept: waterless shampoo. Kailey Bradt, an entrepreneur from New York, founded OWA Haircare, and is developing revolutionary products to change the category of hair care. The startup has decided to go waterless, reducing the implications of water-based products on the entire product life cycle. The new powdered hair wash, called “OWA Moondust Hair Wash” will not just be saving water, but will also require less volume of plastic to package the product, reducing its weight and fuel consumption during the manufacturing and delivery stages.
The first product ready to be launched by a beauty startup features an “Out of this World Amazing” concept: waterless shampoo. Kailey Bradt, an entrepreneur from New York, founded OWA Haircare, and is developing revolutionary products to change the category of hair care. Bradt establishes that water is necessary for the functionality of shampoo. However, water that is obtained from a showerhead is more than acceptable to activate the product and produce the same result as water being used from a manufacturing facility. In addition to the environmental benefits, the packaged product provides 3.5 times more washes than an equivalent amount of liquid shampoo, providing a substantial economic benefit as well as saving water!
OWA isn’t the only company worried about the future of water. L’Oréal has partnered with environmental technology company, Gjosa, to create a showerhead that reduces the amount of water necessary to wash out shampoo by 5 times. In a world that desires high-speed shower heads for therapeutic purposes, this unique collab innovated a low-speed shower head that uniformly distributes each water droplet and reduces their size to increase precision and efficiency. It also features a method of infusing a specially developed shampoo into the showerhead, resulting in rinsing that requires 70% less energy.
“Based on consumer expectations, we use cutting-edge technology to bring people down the road of sustainable development. At the same time, we’re offering a totally new consumer experience,” says Amin Abdulla, one of the founders of Gjosa.
This could change the rinsing experience for customers at hairdressers, and L’Oréal partner salons will be the first to try it out!
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