Conserving Beauty is Australia’s first waterless beauty brand
Although you can hardly watch the news or browse the internet without seeing stories about climate change, water scarcity is still a topic that gets less airtime than it deserves.
World Vision estimates that 785 million people do not have access to safe drinking water, and the World Water Institute predicts up to 700 million people could be displaced by water shortages by 2030.
“Water is a finite resource, and research indicates that two-thirds of the population will live in a water-scarce environment by 2035,” says Natassia Nicolao, founder of the first responsible skincare brand. in Australia, Conserving Beauty. “We all need to seriously think about ways to reduce our water footprint and help to interact with water, because we cannot live without it.”
Nicolao launched the brand in Melbourne in November last year, inspired by his belief that waterless formulas could deliver more – for the planet and its people.
Most beauty products contain 70-90% water, not to mention the additional water footprint created throughout the supply chain to make each product. Still, Nicolao argues that including water in beauty products doesn’t impact its effectiveness because it can’t be absorbed through the skin. It is often used as a filler to stuff products.
“Without water, the ingredients of our formulas are not diluted,” explains Nicolao. “This means that not only are our precious natural resources never wasted, but your bottom line is never watered down.”
Conserving Beauty launched with just three products: Sea You Cleansing Balm ($48), Conserve You Face Oil ($55) and Sea Your Glow Mask ($50).
A trained biochemist, Nicolao has worked for nutraceutical companies including Swisse Wellness and Elle Macpherson’s Welleco, as well as private equity fund The Foundry (which is one of Conserving Beauty’s backers).
“It became clear to me that the world didn’t need another beauty brand, but needed a movement that could create change,” she says. “I found a way to merge my lifelong love for beauty products with my passion for impacting the planet, using my scientific background and business experience to start conserving beauty.”
Nicolao reached out to the United Nations for advice to support its Decade of Action for Water and its Sustainable Development Goals before beginning to formulate its products, which are palm oil-free, cruelty-free and vegan.
She then contacted Professor John Thwaites AM, who is Co-Chair of the United Nations Sustainable Development Solutions Network Leadership Council, who provided advice and support to her business. Thwaites, who served as Victoria’s premier climate change minister, is a global leader in sustainability and water conservation, and is now chairman of Climateworks Australia, which is helping the transition to net-zero emissions. 2050.
“John shared his insights on water conservation and emphasized that the best way to make an impact is to raise awareness and provide educational information within the beauty industry,” Nicolao said. Large format.
Conserving Beauty is the first beauty member of the Water Footprint Network, a platform for businesses and organizations to solve global water crises. It allows Nicolao to monitor and sustainably manage his company’s water footprint.
“Being water responsible means focusing on the full water footprint of our products,” she says. “We start by formulating without water, but go deeper into the supply chain and manage our water footprint at every step.”
The brand is also the first global beauty partner of a non-profit organization. Seat trees, which plants and protects coastal ecosystems through mangrove restoration projects. For every product purchased, Conserving Beauty plants a mangrove tree on Indonesia’s Biak Island, helping protect it from storm surges and rising sea levels, and also providing sustainable jobs for two villages in the island. ‘Isle.
“We focus on the entire product lifecycle, because true sustainability is about transparency, traceability and how we treat everyone in our ecosystem, as well as managing our water, carbon and waste footprint. .”