According to the UN, by 2025, 1.8 billion people will be living in countries or regions with absolute water scarcity. And beauty products are one place you can immediately cut excess water from your daily routine. Beauty chemists say 70 or 80 percent of a formula consists of water. At NAYA, while we use water as water is a necessary ingredient for majority of actives to flourish such as Hyaluronic Acid, Probiotics, Prebiotics and powerful extracts. We use far less than the standard average. We see the importance in reducing but at the same time it is a necessary evil to get the most out of powerful actives. There is this myth in the industry that Beauty is wasting water – however, if you look at it, it isn’t the beauty industry that you find in any of the reports. So this myth is simply another Marketing Tactic. One need to look much further down the line when it actually comes to crop, vegetable farming. With Cotton and sugarcane being one of the top ones that require a lot of water. So we urge you, please do not support brands that use Sugar Cane Plastic as their packaging replacement. And they to promote themselves as sustainable. Sugar Cane Plastic is the opposite of sustainable!
We also consist of up to 60% of water and some organism consist up to 90% of water. And 60% of those is stored in our skin. So water is a material that our skin is familiar with. While some say it is a necessary evil when we look at the cosmetic industry, it is as a needed ingredient. And the beauty industry is not the industry wasting most of Earths water. At NAYA, we are working fiercely away to reduce this even further as we want to take us out of this equation. You can already do your bit and look for bars, powders, or oils (like Everyday Face Oil or Everyday Renew Oil). But again, even our other products have far less water than the industry standard.