OWA Haircare has announced the launch of the world’s first water-activated powder shampoo, Moondust Collection: Hair Wash. It’s described as “a powder shampoo that becomes a liquid when activated with water in your shower.” OWA says its debut offering is part of the company’s mission to make the beauty industry a more sustainable place.
 
Moondust Collection: Hair Wash is this planet’s most innovative shampoo to-date. Conventional liquid shampoo is typically around 80% water. Moondust Collection: Hair Wash is 0% water. This product contains a unique blend of gentle cleansing agents activated by water that condition both the hair and scalp.
 
“Moondust Collection: Hair Wash is just the first phase in OWA’s mission to rethink your beauty routine. We want to change the industry standard for water being the first ingredient in most personal care products,” says founder and CEO of OWA Haircare, Kailey Bradt.
 
Founded on the basis of both convenience and sustainability, Bradt says OWA aims to deliver a line of water-activated alternatives to conventional products that work just like the liquid hair care “you know and love,” with solutions sourced from naturally-derived ingredients. She says Moondust Collection: Hair Wash maintains the quality and efficacy of salon-grade shampoo and is free of water, sulfates, parabens, silicones, and synthetic colors and fragrance.
 
“I want OWA to spark a new wave of innovation in the beauty industry that considers not only what’s in the bottle, but everything from where it’s sourced to how it’s delivered,” says Bradt. “In this way, we’re taking care of our bodies and our planet.”
 
Packaging for the Planet’s Well-Being
Bradt tells Beauty Packaging: “Our packaging will be recyclable for this product and across our brand for future products. For example, a lot of shampoo bottles contain pumps, which are never recycled due to the complexity of the structure and the inability to easily separate the different types of plastics utilized. Our secondary packaging is made with 40% post-consumer paper. We are working with our packaging manufacturer to develop 100% post-consumer waste packaging, but unfortunately, we could not finish this before the launch of our first product as we were hoping. This still very much remains in our future plans. Our packaging consists of our primary packaging (bottle, cap, and orifice-reducing plug) and our secondary packaging (paper tube), both which we are encouraging the reuse and recycle of. We have a custom-molded bottle that reads “OWA HAIRCARE PLEASE RECYCLE” on the bottom. It’s really at the core of our brand to innovate with the well-being of people and the planet as the driving force.”