The Next Big Thing in Clean Beauty this Earth Month is Waterless
LOS ANGELES, March 28, 2025 /PRNewswire/ -- The beauty industry relies heavily on water, with traditional skincare products containing up to 90% water as a filler. Waterless beauty is currently the fastest growing segment within the beauty industry, and is expected to grow to 17.21 billion U.S. dollars by 2028, according to Grand View Research. OLIVE TREE PEOPLE is pioneering the waterless beauty movement as the fastest growing waterless beauty brand in the US – outperforming clean beauty brands like Beautycounter by growing 600% faster in its second year, and popular celebrity beauty brands like JLO Beauty by Jennifer Lopez (which averages sales of $75 million per year compared to OLIVE TREE PEOPLE'S $105 million second year).
WHAT IS WATERLESS BEAUTY?
In a world that is still learning what exactly waterless beauty is, OLIVE TREE PEOPLE strives to educate – leading to more that 50,000 women joining the brand as waterless beauty consultants to educate the 168.6 million women in the US on the beauty choices they are making.
If a formula contains water as its first ingredient, it comes with preservatives and filler oils. That's why waterless beauty is the way forward – and compared to other waterless beauty brands, OLIVE TREE PEOPLE is a true pioneer. Rather than focusing on solid or solely oil-based product formulations like other waterless brands, OLIVE TREE PEOPLE is leading the next chapter in clean beauty by replacing water with its potent formulations powered by liquid olive leaf extract and hydroxytyrosol—a groundbreaking antioxidant that replaces the water phase in skincare.
Founded by olive tree farmer and entrepreneur Thomas Lommel, OLIVE TREE PEOPLE cultivates and eco-certifies wild mountain olive trees to produce its exclusive Holistic Beauty Molecule (hydroxytyrosol), delivering skincare that is 70% more effective than conventional water-based products. This globally unique Holistic Beauty Molecule, which is only found indigenously in their mountain olive trees, replaces 100% of the 70% water phase that is otherwise common in skin care products. This commitment goes beyond sustainability—it's a necessity for the future of beauty.
THE BEAUTIFUL CYCLE
OLIVE TREE PEOPLE started its mission with a holistic Beautiful Cycle, which is also the messaging behind its slogan "From Tree To Beauty". As well as transforming skincare, OLIVE TREE PEOPLE is actively addressing global water scarcity through its OLIVEDA for Africa initiative as the last stage in the Beautiful Cycle.
FROM TREE…
The brand's Beautiful Cycle mission starts with acquiring land with wild mountain olive trees, which are then cultivated and eco-certified.
…TO FORMULA…
These trees then supply the unique Holistic Beauty Molecule hydroxytyrosol found in olive leaf extract, which can protect the cells of the trees for up to 4000 years and has wonderful antioxidant benefits for humans.
… TO BEAUTY…
This Beauty Molecule replaces the 70% water found in conventional beauty products, making them 70% more efficient.
… TO AFRICA.
The water not used in products are brought to the people of Africa by building water wells, in an effort to counteract the 4.4 billion people globally who have no access to clean drinking water*.
For every 100 hectares of olive trees grown in Spain, OLIVE TREE PEOPLE funds the construction of a well in Africa—providing clean water to over 15,000 residents in Senegal and beyond. With 31,000 eco-certified olive trees thriving on OLIVEDA land, this initiative has provided clean water access to around 15,000 residents across Senegal and other nations.
As Earth Month approaches, the conversation around sustainability in beauty is more important than ever. With water scarcity on the rise, OLIVE TREE PEOPLE is leading the charge in a waterless beauty revolution, proving that skincare can be both high-performance and planet-friendly. Now is the time to rethink what's in your beauty products—not just for your skin, but for the future of our planet.
About OLIVE TREE PEOPLE
Founded in 2003 by Thomas Lommel, OLIVEDA International, Inc. is a pioneering global leader in waterless beauty. In 2023, the company launched sales through a distinct direct-to-consumer channel in the US. Its innovative skincare formulations replace 70% of water with hydroxytyrosol, a bioactive elixir from wild mountain olive trees, enhancing efficacy and sustainability.
Lommel's journey began in an olive tree house he built for meditation, where he discovered the healing power of olive leaf elixir. This inspired Olive Tree Therapy, a blend of Mediterranean and Ayurvedic principles. With an efficacy 3,000 times greater than olive oil, this elixir reflects the resilience of olive trees, which can live up to 4,000 years.
Through its subsidiary, OLIVE TREE PEOPLE Inc., the company offers brands OLIVEDA, OLIVE ROSE, LA DOPE, and OLIVE MUSH, promoting sustainability across the US. OLIVE TREE PEOPLE builds water wells in Africa and provides olive tree sound baths that harness unique tree frequencies. As the largest investor in eco-certified mountain olive trees and a leading conservationist in Arroyomolinos de León, Spain, OLIVEDA International supports global sustainability. For more information, visit www.olivetreepeople.com.
SOURCES:
SOURCE Olive Tree People
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