Cleans, softens, nourish.
Water is the basis of life. It is used a lot in cosmetics as a solvent that helps to mix ingredients together, as well as it cleans, softens and nourish skin and hair.
Water or aqua is often the first item on a Quantitative Ingredients list. We have to declare the name 'Aqua' by law.
Water is an active agent that can dissolve some of the minerals from the rocks it flows over. Rain and melted snow filter through soil and permeable rock until they reach impervious rock such as granite. Water can be described as ‘hard’ or ‘soft’ because of the characteristics it develops from the geology it flows through.These two types of water will affect hair in different ways.
Water catches ions of sodium, potassium, magnesium, and other minerals, which nourish the interior of our skin cells. Water from cosmetic products is absorbed by the skin and travels to the deeper layers. Softening the upper layers with emollient ingredients, such as cocoa butter, stops water from escaping out again.
A positive way to start the day is to re-energize with a shower. The negative ions in the moving water provide a feeling of energy. Shower products blend their water content with the other effective ingredients we use, to create a softening, cleansing effect on skin and hair.
Water is often the first item on a Quantitative Ingredients list, and it is sometimes thought of as the 'profit margin' for a product. Lush is an expert at making products that do not contain water and has created many innovations (solid shampoo, conditioners and bubble bars). Fresh face masks involve controlling water content to establish microbiological quality, therefore, it is very difficult to formulate a product without it.