MEET YOUR NEW BFF

WATERL<SS, a haircare brand that doesn’t want you to use even a drop of water when you’re jazzing up your look

There was a time when water was an abundant resource — but now we have to be more considerate about how much water we consume in our daily lives. But one of the areas that takes more water than it should is our precious beauty routine, and now there’s a product here to help us be as water-wise as possible when we’re prettying ourselves up.

WATERL<SS (that’s “waterless”) is the newly-launched product range that will be a great addition — and your trusted new go-to — to your haircare routine. And guess what? It was inspired by and co-designed with women in Cape Town during the water crisis Capetonians experienced in early 2018.

And there’s no better time to launch a groundbreaking product as this one than the present: according to the World Wildlife

Fund, only 3% of the world’s water is fresh water and by 2025 two-thirds of the world’s population may face water shortages. Leading market research firm Mintel has also found that 27% of consumers are now trying to reuse or use less water — something we should all be striving for.

The new WATERL<SS haircare collection launches — where else — in fabulously waterwise Cape Town this month. And it’s available EXCLUSIVELY at selected Clicks stores, one of the leading retailers in South Africa. The range is designed for women of all hair types and ethnicities, without the need to use a drop of water. The best part? It can also be used on braids and for weaves. The WATERL<SS collection includes: • An ultra-lightweight Foam Dry Shampoo that instantly revives hair and leaves hair with an amazing scent that reactivates throughout the day.

• A residue-free Dry Shampoo spray that makes it easy to keep hair beautiful, in an instant, no matter where or when you need it. • A range of Dry Conditioners that provide hair with the softness and smoothness of a traditional rinse-off conditioner.

• A range of alcohol-free Hair Refreshers with signature fragrances designed for all hair types. It gets rid of any stale or unwelcome odours in your hair (such as the smell of smoke after you’ve been to a braai, or cigarette smoke after a night out on the town), and it comes in different instant odour-detox scents (such as blackcurrant and pineapple). It offers static control and has anti-frizz benefits.

Jamie Lane, head of trade at Clicks, says: “As the leading health and beauty retailer in South Africa, we strive to offer the widest range of haircare products for all hair types. We are excited by this incredible innovation and opportunity to bring this first-of-itshaircare range to consumers. A brand that not only caters to different hair needs but will also change the way they look at hair maintenance. This unique, fully waterless solution will allow consumers to look good, feel great and have beautiful hair every day, whilst reducing their impact on the environment.”

But it doesn’t end there: the WATERL<SS brand will join forces with The Nature Conservancy to champion water preservation by supporting The Greater Cape Town Water Fund.

Director of the Greater Cape Water Fund Louise Stafford says science-guided nature conservation can yield 50 billion litres of water annually for the region — roughly two months of water supply at current usage rates.

That means you — lovers of beautiful hair — can achieve the end result you desire despite water shortages, through insightful and meaningful innovation.

And there you have it: you can look good, have fresh-smelling and head-turning hair while also saving the planet.

Get on board!