Concentrated, water-activated powder formulas are generating buzz in the beauty world as an ecological innovation joining shampoo bars, eco-friendly packaging, and other sustainable measures adopted by product manufacturers.
Small Wonder is the latest brand to champion the practice, debuting a luxury powder-to-lather shampoo. “Most traditional hair-care products contain up to 80 percent water, diluting the very ingredients meant to nourish hair,” the brand said in its launch announcement.
“Small Wonder saw an opportunity to change this by introducing sleek, lightweight, travel-friendly packaging paired with highly concentrated, clean ingredients."
Undiluted beauty products not only require less packaging than their traditional counterparts, but are cheaper to ship and store.
Unlike dry shampoos, which remain in powder form and are left in the hair to absorb sweat and oils, powder-to-foam versions are created to lather up and rinse out the same as a traditional water-based shampoo.
Other brands embracing concentrated powder formulas include SexyHair, The Powder Shampoo, Dust & Glow, Meow Meow Tweet, Glynt, and DryBar.
Small Wonder’s first product on the market is its Signature Shampoo, made with jojoba seed and coconut oils, guar, kaolin, and the brand’s trademark SHINE37 complex. The formula is sulfate-, paraben-, and cruelty-free, color safe, and made without preservatives and fillers.
A Signature Conditioner is scheduled for release later this year, with a leave-in Magic Restorative Serum launching in early 2025.
The products come in Small Wonder’s patented recyclable, compostable aluminum bottles designed to accommodate refills and to keep water and moisture out.