French Sephora and Credo Beauty in the US. Customers realise that washing their hair every day can be harmful. Dry shampoo is ideal to use in between washes to absorb grease, clean the hair and provide volume. It’s also useful on the go, such as when travelling. While these days it can also be produced in spray or paste form, it still employs a range of oil-absorbing agents in dry shampoo, such as corn or tapioca starch, silica or oat kernel flour. While it’s the aerosols and foams that tend to be the most popular, the powder-based products are more environmentally friendly than their aerosol alternatives. Kailey Bradt, founder of OWA Haircare has emerged as a pioneer of brands to feature powdered hair products such as her Moondust collection. It was when she discovered that about 80 per cent of liquid shampoo is made out of water, that she became determined to make other products, such as conditioner, hair gels, body wash, and hand soap, in powder form in an attempt to change the way consumers approach personal care.
IT’S A LIFESTYLE CHANGE In a recent interview she said that while she recognised that people appreciate the sheer effectiveness of powdered products, she believed there was still a long way to go.
“Consumers need to gain interest in this format for more than its cool factor,” she said, adding that “this type of game-changing format needs to be accessible beyond the prestige category to make a greater impact for people and planet alike”. To make a difference, powdered beauty should be viewed as a lifestyle change and part of a global effort to live more consciously — not just a passing beauty trend. Also, the fact that powdered products are more potent, may give the impression of being more expensive for what is seen as a relatively small amount of product. A selling point must be to portray powdered products as a concentrated version of traditional liquid versions. It therefore follows that there is actually more product – and with less water content, it can also be packaged in a smaller bottle, meaning it’s TSA-proof and a generally more travel-friendly alternative. Powdered beauty is also more stable and customisable, given that it can be mixed with water, a cleanser, or even essential oils, giving a range of texture experiences based on how much water is added when activating the formula. Then there’s stabilisation. Vitamin C, for instance, is volatile and notoriously hard to stabilise in liquids. The product itself immediately starts to deteriorate after being
bottled, so its best form is a powder.
For example, the
results with a vitamin C serum or cream can be limited because the vitamin efficacy is already compromised. A leading advocate is the reality star Kim Kardashian whose makeup artist Mario Dedivanovic was one of those behind the development of banana powder, now used widely as a flattering setting powder to diminish the look of fine lines, absorb oil and correct discoloration. Its yellow-golden hue can also be flattering on all skin tones. It also has the added bonus of a slight fruity scent. Other product areas include deodorant in which baking soda mixed with cornstarch and arrowroot can be used as a dry alternative to sticky and waxy ones. Some of the best products boast entirely natural powder, both vegan and aluminium-free. For example, charcoal toothpaste comes in cleaner and safer powder-made forms. All a long way from the time of the ancient Egyptians where archaeological remains have placed evidence of face powder incorporating lead fibres as long ago as 1200 BC. Stone containers holding face powder have also been found in graves, presumably to ensure eternal beauty in the afterlife. Both men and women were known to use an early form of rouge-powdered blush made from red ochre. Cleopatra led the way on beauty standards with a
distinctive style which inspired her subjects to paint their eyes with green and blue powders. Face powder was also once thought to have healing
properties. In ancient Europe and Asia, a whitened face, coupled with a smooth complexion was a sign of status for women. In Mediaeval times, however, there was a tendency to supplement these powders with harmful ingredients such as bleaches, lead and lye. Toxic and harmful chemicals are rarely in use today. The most common components used to make face powder include the likes of silica oxide, zircon, magnesium and carbonate salt, rutile and anatase. Media in the Middle East has recently been noting the
influence of East Asia in promoting powder forms of skincare – from cleansers and masks to active ingredients that can supplement our existing routines. Concentrated powders in the form of cleansers, face masks and skin boosters have built a loyal following because of their greater potency, not to mention longevity. “A lot of products are pioneered in
Korea, and these formulas first emerged there several years ago,” Kate Park,
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