HydrO18® is a new kind of clean, “activated” water designed specifically for a topical consumer. It is used to replace the standard, unscientific deionized or purified water extensively used in personal, skin and haircare products (for example: serums, lotions, creams, shampoos).
HydrO18® makes water more valuable to brands and more meaningful to the consumer.
Problem – Defined: Water is – by far – the #1 volume ingredient used throughout the topical cosmetic industry. That’s because it is readily available, not very expensive, and benefits the formula (it helps dissolve active ingredients into liquid or the term of art is: “solubilized”). But yet: it does nothing for the skin. By definition water and skin are incompatible. It doesn’t even hydrate our skin. This is why we don’t drown when we shower or swim.
Using so much of something – every day – that does nothing for you created a disconnect we sought to find a solution for.
Solution – Developed: We solve the problem with HydrO18® Activated Water®. Our new, clean water is bio-compatible with the skin and feeds it with nutrients. The lipid profile of our water mimics the lipid profile of healthy skin. Our water still solubilizes active ingredients (like traditional water), but was thoughtfully built with the skin in mind.
Time for an Upgrade: As biochemists, we aren’t sure why topical consumers tolerate using so much of an ingredient – water – that does nothing for their skin. It’s inactive, boring and low-tech, or really: no-tech. Did you know that a skincare product can be made with as much as 80% water? It’s true. Read the back label on your favorite body lotion, sunscreen or shampoo bottle. You will note that “Water” or “Aqua” [or “Water (Aqua)”] is the very first ingredient listed (if listed legally and correctly). That means water represents the single highest concentration ingredient used in the formula.
In other words, 80% of certain formulas do nothing to benefit you. And you’re paying good money for these products! Isn’t there a better way? We think so. That’s why we have created, with the consumer in mind, a topical water specifically designed to benefit the skin.
Intellectual Property: Patented and patent pending.
Features & Benefits in Finished Products: HydrO18® makes water an active ingredient within your favorite formula and has the following features and benefits:
• Skin Hydration
clinically proven* to hydrate skin by 36% (15 mins) and 41% (8 hours) after one application (p≤0.05).
(*7 studies on over 70 human subjects with over 500 skin site Corneometer/ Novameter readings across 3 different independent test sites at various times of the year)
• Skin Health
feeds the skin with nutrients and Omegas 3, 6 & 9 fatty acids (lipids found in healthy human skin).
• More Sustainable
reduces your water footprint vs. traditional water used in today’s topical products.
• Nature Water
our water is sourced from plants, trees and seeds -- nature. Did you know that the water used in your favorite lotion or shampoo is sourced from local city water?
• Wellness Water
we react our water with an emollient. This means you can now actually feel our water being applied while it leaves the skin feeling soft and smooth after application.
• Clean Water
our water qualifies as a “Clean” ingredient as defined by Sephora**.
(**Sephora Clean means no: sulfates SLS and SLES, parabens, formaldehydes, formaldehyde-releasing agents, phthalates, mineral oil, retinyl palmitate, oxybenzone, coal tar, hydroquinone, triclosan, and triclocarban – posted online as of 22-Aug-2018)
a new kind of designer water for a new kind of extraordinarily informed and well-educated topical consumer that, quite frankly, deserves better.
• New Claims
now water is an active ingredient in your favorite lotion or shampoo. Therefore, you can claim (for example) that “80%” or more of your formula contains active ingredients. Or, you (for example) have “8X” the active ingredients vs. a non-HydrO18 formula.
Doesn’t more = better?
• New Story
our Activated Water® is new. This “Wellness Water” or “Green Water” is designed specifically for a topical consumer and is clinically proven and patented to hydrate skin and reduce your water footprint. And this is science. We lipidize the water. Which means we react into our water the same exact lipids found in healthy, human skin.
Market Validation: Out-licensed to a number of contract manufacturing organizations (CMOs) and commercialized by one skincare brand, with several more brands coming to market soon with other HydrO18-powered formulas.
Consumer Adoption: HydrO18® Activated Water® is new and first introduced to the market in June 2018.