If you have ever read the ingredients listed on any shampoo or conditioner bottle, you’ll notice that the first word is aqua. That’s water, the very same stuff that comes from the tap. What might surprise you is that it’s between 75 – 95% of the product, so you are basically paying for water in a plastic bottle with a low concentration of active ingredients.
The personal care aisles of our supermarkets are full of liquids in plastic bottles - it’s something we are used to seeing and using, we buy what’s convenient and available to us. Water is a cheap ingredient; it keeps profits high and creates bulk, so we are being fooled into thinking we are buying more product than we really are.
Considering that we use our shampoo and conditioner in the shower where we have water literally pouring on our heads, it does seem crazy and a terrible waste of money to be buying products that are mostly water!
When we started our KIND2 journey, thinking about innovative solutions to reduce plastic waste, it was the high water concentration in shampoo that had us convinced there must be a better solution.
All our solid shampoo and conditioners are waterless, highly concentrated with plant based active ingredients that cleanse your hair, soothe your scalp and keep your hair shiny. Being so concentrated means, they last a lot longer than liquid bottles – between 2 to 3 times (possibly even more depending on your hair) – saving you money and eliminating plastic.