Are skincare and haircare powders the future of beauty?
Powders have been around in the beauty industry for some time but have remained a more quirky, niche format - but is this the moment for them to move mainstream? In todays blog we explore all you need to know about this formulation type, and why you might be tempted to try one for the first time.
The Benefits
SUSTAINABILITY - Powder formulations use less waste and energy during production, and are light to transport so use less energy when distributed through supply chains.
PERSONALISATION - One of the main reasons to trial a skincare powder is because it allows you to tailor your regime - a powder can be easily combined and mixed with other skincare products , such as serums and moisturisers. This also avoids that feeling of applying multiple skincare layers and feeling overloaded. With personalisation continuing to be one of the beauty industry key drivers for future innovation, this format helps users easily customise and boost their regime for their own unique needs.
POTENCY - Powders mean the formulation doesn’t have water, thickeners, oils, or silicones, so in theory you are getting a purer, concentrated shot of actives that remain stable for long periods of time. This is definitely one of the main upsides to trying skincare powders.
COST EFFECTIVE - Because of the potency and small dosage, it can mean that you get a high number of uses out of a powder formulation. A bottle of shampoo can be made up of 80% water, so OWA Haircare promises that 1 bottle of their Moondust powder hairwash is the equivalent to 4 bottles of liquid shampoo.
The Downsides
DOSAGE - The main downside is definitely the “how much do I use” question. Most of us are still trialling what beauty regime works for us, and the added complication of having to mix the dosage yourself or working out if the liquid you want to mix the powder into is compatible could be an issue for some.
AVAILABILITY - Because powders are still less widespread in the beauty industry at the moment, you will have to hunt around a bit if you want to give one a try,
Beauty Powders
If you do want to introduce a powder into your regime then where do you start?
Cleansers and Exfoliators are a great option as they often combine a gentle scrub at the same time, or you could go straight to an exfoliator. Many use rice bran or oat bases, and are activated by mixing a few drops of water with the powder in the palm of your hand before massaging into skin - Clarins are one of the larger skincare brands to have introduced these, but for rave reviews try the Tactha Rice Powder (sadly difficult to get hold of in the UK). The benefits are brighter, smoother skin and users are normally converted once they try for the first time.
Masks are another option were powders are transformed into mask pastes when mixed with water. Herbivore offer Clay Masks, with the benefit of creating your own DIY skincare at home with a consistency that suits you.
Skincare Boosters are becoming more widespread. Fromas the latest offering from The Ordinary potent Vitamin C, antioxidant protection to Nicacinamide - there are a host of ingredients you can add to your serum or moisturiser when your skin needs a little extra support. Mattifying powders are also a great option if you don’t want to switch your whole skincare regime, but just boost the one you already have to deal with oily skin when you need it.
Shampoo is diversifying away from traditional liquids, and solid shampoo bars have been making inroads in this category for a little while. However, as mentioned above, powder shampoos are also an interesting option to try. Brands like Bumble & Bumble offer non-spray / powder versions of dry shampoos, or examples like the OWAHaircare or Heavenly Organics are powder hairwashes that are mixed with a small amount of water before washing hair as normal.
Powder formulations are definitely polarising, with consumers either loving the play element or feeling unsure about how to use them. Personally, we love this format as the sustainability upside and fun factor are both huge benefits.
As always, if you are thinking about launching beauty powders get in touch for a chat to find out how we can help.
THE BEAUTY BRAND COACH