All well without water ?

I don’t often write about cosmetics and personal care. My world is one of ingestion, with water playing a significant role in both food and drink.

But consumable water is a challenging product and a resource whose supply is also challenged.

These challenges have long been addressed by beverage companies through careful stewardship and utilisation.

Now 3 of the world’s leading personal care companies have increased their efforts to reduce water usage as well as helping consumers to cut theirs too.

• L’Oréal has pledged a 60% reduction in water required per unit of finished product by this year.

• Procter & Gamble is launching a new Waterless range of haircare products.

• Unilever has also committed to using less water while maintaining product performance.

Just as well.