Honoring World Water Day 2020
On March 22nd it's World Water Day, and as water conservation is at the heart of everything we do, we’re spending it reflecting on the differences we’ve made in our efforts to preserve water—and looking ahead to how we can further inspire beauty industry to change its relationship to this precious resource.
The First Ever Waterless Beauty Brand
Since launching Pinch of Colour in 2016, we’ve remained committed to Beauty With a Cause. It’s not just our tagline; it’s our DNA. Our founder Linda Treska had a childhood marked by water scarcity; this firsthand experience has informed her personal life and honed her professional vision. She knew that using water in Pinch of Colour formulas was not an option and so, driven by a mission to conserve precious water for drinking, sanitation and agriculture, she created products that aligned with that vision—products that not only perform professionally, but that make a difference through initiatives that give back. Launching Pinch—the first ever waterless beauty brand—was a milestone not only for Linda, but for the beauty industry at large.
Leading the Waterless Movement in the Beauty Industry
Four years after its launch, Pinch of Colour remains the leader in the waterless beauty movement—and the movement is growing in leaps and bounds. In fact, with the arrival of 2020, waterless beauty is following our lead—and having a mainstream moment. According to Harper’s Bazaar, “Waterless beauty has also become a focus: in 2019 L'Oréal achieved a 60 per cent reduction in water consumption per finished product, while Unilever halved the water associated with the consumer use of its products. This year, a new Procter & Gamble hair line called Waterless will launch in the US. As the industry’s most-used ingredient, there are concerns that demand for water could outstrip supply if these changes aren’t made.”
To think that as an indie beauty brand, Pinch has led the charge and helped pave the way for both smaller businesses and giant corporations to implement better water conservation practices is thrilling. But our work is far from over. Consumers are thankfully becoming more aware of the water waste across the beauty industry and demanding that their products take concrete steps to conserve it, but with the global climate crisis in full swing, there is so much more to be done.
The Global Water Crisis at a Glance
As climate change continues to cause both catastrophic damage and slow, sweeping changes to our planet, access to clean water is a grave global crisis: 2.1 billion people lack access to safe, potable water at home. There are 800 million people who don't have access to it whatsoever, and half of the world's hospital beds are filled with people suffering from water-related illnesses like E.coli, salmonella, cholera and typhoid. This lack of clean water access results in preventable deaths and thousands of hours lost to collecting water from contaminated sources. It has been estimated that by 2025, 1.9 billion people will live in regions of absolute water scarcity, while two-thirds of the world population will face conditions of terrible water stress.
Amy Flyntz, Contributing Writer