Blue gold: Waterless beauty the next eco-trend as consumers look for ‘next step’ in sustainability – Green + Bare

Green + Bare was launched in November 2020 by founder Janelle Changuion, who has a background in graphic design.

The brand carries a range of clay masks, floral waters and plant oils that are manufactured in Australia.

Its star products are its clay masks, which come in five varieties. The masks use natural ingredients such as purple Brazilian clay and hibiscus. They are sold in a powder form that users can mix with water and make into a paste before applying on their skin.

Changuion said her aim was to reduce as much water as possible in the formulation of the products.

“We’ve already succeeded at eliminating water from the mask and now we’re looking into creating more waterless products.”​

She believes waterless products are the future of the sustainability movement in beauty, citing that consumers are becoming more conscious of how precious water is.

“We tend to see water all around us and we think it’s never going to run out but that’s not the reality. There’s not enough pure water on the earth to go around, let alone go into your beauty aisle.”​

While this issue is not as mainstream as other eco-issues like single-use plastic, Changuion expects consumers to catch up soon.

“It’s just a matter of time. Today, people already expect your products to be natural and eco-friendly. You have to be ahead of what people are thinking about, and I think people are looking for the next step in sustainability.”​

The company has plans to introduce more products into its line-up, including powdered cleansers, cleansing oils and cleansing bars.

One challenge the brand faces is awareness and getting consumers to take the risk and try something new.

To mitigate the risk on the consumer side, the brand offers a starter kit with all five clay masks. It also has a skin care quiz on the website that provides a discount code for the starter kit when completed.

Additionally, the company puts a lot of effort into communicating how to use the products and the benefits of going waterless.

“We have clear instructions and blogs about the process. I try to communicate that through our social media. It’s about reassuring people, telling them not to be scared. We are working on more campaigns to spread the awareness moving forward.”​

Ritualistic beauty

Changuion believes the brand has huge opportunities overseas. The brand is primarily available online via its website and ships worldwide. It is also available in Singapore through an exclusive distributor.

The company sees Singapore as a test market and hopes to use it as a springboard into other countries.

Aside from the waterless trend, Changuion believes the brand has a huge opportunity to tap into the self-care and wellness trends that have accelerated due to the on-going COVID-19 pandemic.

“People now want to slow down and indulge in self-care, which I think it was sparked by COVID-19. People have been forced to do nothing and they are realising the importance of taking time to get away from our screens and schedules.”​

Changuion told CosmeticsDesign-Asia​ that the brand was targeted at busy mothers who were looking for an easy way to incorporate some me-time into their busy schedules.

“Instead of a routine, we promote a ritual. It’s a mindful process that helps you slow down and take time for yourself. That’s what the brand is all about.”​

She added that the brand’s clay masks were created to address these needs and concerns.

“This product is about taking time to invest in yourself once or twice a week, helping you to slow down and relax. Even though you have to mix it yourself, it takes the same amount of time as making a cup of tea or coffee.”​

According to Changuion, the clay can be mixed with regular water, the brand’s floral waters, green tea or even apple cider vinegar.

“People buy beauty products partly because of the experience. They want it to be fun and interactive. That’s what I’m going for with the clay masks. You can choose to mix it with whatever you think will benefit your skin – it’s very customisable and experimental."​