Supreet Kaur
03-Sep-2026
With Indian brands embracing zero- and low-water formulations, anhydrous beauty is becoming a new sensation amongst people.
As water scarcity becomes a growing global concern, the beauty industry is shifting towards products made without water, allowing you to add it yourself whenever needed. In this article, we'll explore how waterless beauty works, why it's gaining popularity, and whether it truly lives up to the hype.
(Image credits - Pexels)
Water-free beauty refers to products that are made entirely without water. Instead, substitutes like oils, butters, waxes, and oil-soluble ingredients are used in the formulation.
This practice was very common in Ayurveda. Indians have been using ingredients like ubtans, herbal powders, shikakai, amla powder, and reetha for ages. It then culturally migrated to South Korea, where it evolved into the K-beauty revolution and started gaining global popularity around 2015 because of its multiple benefits for both the environment and the skin.
Usually, a product is made with 60% to 80% water which is why brands are moving towards this new solution; which not only has environmental benefits because of its lower carbon footprint and water conservation but is also very travel-convenient, as it comes in solid forms so you don't have to worry about spills. It also offers an extended shelf life because less water means less bacterial growth, reduced packaging as concentrated formulas require smaller boxes, and, lastly, a higher concentration of active ingredients.
Here are some Indian brands using zero to minimum water formulations to make shampoos, cleansing and conditioner bars, foundation base powders, and skin-brightening products.
1. D’tradition
The very new-age brand d’tradition, started in 2025, states that they don't design finished products—they bring activation systems to you. Rooted in traditional skincare practices from across India, they make waterless products like enzyme powder cleansers for acne, ubtans, and brightening powders, all water-free and made with your skin in mind.
2. Powdera
Started by two doctors, the founders came up with different kinds of powder shampoos that are not just water- and plastic-free but are also 100% vegan and recyclable, often with a refillable bottle. If you have a sensitive or itchy scalp, or if you're facing hair fall or dandruff, they have a solution for you at Powdera.
3. Rustic Art
Another 100% vegan and biodegradable brand is Rustic Art. Made using potent extracts of herbs and plant-based ingredients like coconut oil, olive oil, and sugarcane, their shampoos and conditioners are not 100% waterless but are highly water-efficient, often requiring very little water to rinse off. They claim that one bar replaces at least three shampoo bottles.
Easy to transport and with no concern about spilling, they offer shampoo and conditioner bars in various variants like Amla Methi, Rose Sandal, and Papaya Lime, along with a pet shampoo bar made with neem extract.
4. Earth Rhythm
If you have curly hair and are looking for a product that enhances your curls while also being sustainable, then Earth Rhythm is using an anhydrous formulation, offering shampoo and conditioner bars for different scalp concerns, one of them being the nourishment of curly hair.
Cover Credits- Unsplash
Nitya Ganapathy, Founder...
