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Skin care goes water-free

Provided by: RELAXNEWS
Written by: Relaxnews
Jan. 11, 2013

Promising "100% Pure, All-Active Skin Care," US beauty brand Pur Attitude's water-free cosmetics line is expected to be part of a growing 2013 trend.

The Fort Lauderdale, Florida-based brand spent three years of intensive research and
development to produce its water-free cosmetics, offered in a range of therapeutic skin care products. Launched in September 2013 on the Pur Attitude site, the products will finally roll out to stores this spring.   

The brand has replaced the water contained as the major ingredient in most beauty products (often listed as 'aqua') with a newly trademarked substance, Hyaluronix.

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Hyaluronix is claimed to have "a similar composition to the hydration substance found in almost every cell of the human body." Combined with a cocktail of vitamins, antioxidants and nutrients, the brand aims to "slow down and even reverse" the signs of aging. 

Dried out skin needs to be hydrated, so what are the advantages of taking out the water from beauty products? Pur founder David Pollock is a beauty innovation veteran with more than 20 years of experience formulating products for brands including Bliss, Lancôme, SkinCeuticals and The Art of Shaving.

The rationale

Pollock explains: "Water just dilutes the actives. We went a step further and replaced water with Hyaluronix, which draws moisture from the air and binds up to 1,000 times its weight in moisture -- making it even more effective than water when hydrating the skin."

Pur claims Hyaluronix is more deeply absorbed into the lower layers of the skin, locking in moisture. The brand promises that it will reinforce the skin's "firmness, elasticity and radiance."

Anhydrous or non-aqueous (aka water-free) products are a growing new beauty trend. Another water-free brand is One Love Organics, "a pioneer in 100% water-free skincare." The brand's manifesto? To "give skin what it needs, using only ingredients that provide direct benefits." According to One Love Organics, "water isn't one of them."

So why is everyone getting so worked up about simple H2O? 

Water-free beauty label GlamNatural explains the reason on its site: "water harbors bacteria, and when a makeup starts with water, the manufacturer has to add a preservative to deter the growth of various nasties." It is these preservatives which may "irritate skin and may cause imbalances."

The Italy-based cosmetic packaging specialist Lumson announced in June last year that it had developed a new form of airless delivery system for the GlamNatural Hydrating Foundation ($65).

Expect plenty more of these sorts of innovations as beauty fans looking for a preservative-free, active-ingredient-packed 2013 flock away from water. 

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