The clean beauty movement is setting a new standard: waterless. With global water scarcity reaching critical proportions, OLIVE TREE PEOPLE, the fastest-growing beauty brand, is redefining skincare by replacing the dirty water in skincare with the elixir of olive leaves.
Conventional beauty products consist of up to 70% water (often referred to as “aqua”) and contain corresponding amounts of preservatives due to their high oxidative effect. This is then combined with industrially processed oils to create a stable emulsion (up to 95% of a product) when water is the primary ingredient.
OLIVE TREE PEOPLE is taking the opposite approach. “We remove the ‘dirty water’ from skincare and transform it into literal spring water for communities in need,” says Thomas Lommel, olive farmer and founder of OLIVE TREE PEOPLE. “Why dilute skincare with water when nature offers something far more potent?”
The brand’s waterless skincare replaces the water found in conventional products with the powerful beauty molecule hydroxytyrosol from the olive leaf, a bioactive elixir which is based on a thousand year old tradition of extracting it from olive trees and olive leaves. This potent beauty elixir is up to 4000% more potent than vitamin C and is proven to absorb three times faster than water. Instead of the industrially processed oils used by other brands in their emulsions, OLIVE TREE PEOPLE uses bioactive, cold-pressed Arbequina oil, which mimics the skin’s natural lipids and can be up to 3,000 times more nutrient-dense than conventional products. These natural ingredients come from the brand’s over 31,500 organically certified and protected Spanish mountain olive trees.
The beauty industry consumes 8 trillion liters of water annually, while 2.3 billion people lack access to clean drinking water (UNICEF). By introducing waterless formulas, OLIVE TREE PEOPLE is paving the way for a future in which every product reflects a commitment to preserving the planet for future generations. This includes saving 200 liters of water per product and 100% of the reused water goes to African drinking water projects. Thanks to OLIVE TREE PEOPLE, over 15,000 Africans now have access to clean, safe drinking water.
Since its US debut in 2023, the company has surpassed the growth benchmarks of established, celebrity brands such as JLO by Jennifer Lopez and Rhode by Hailey Bieber. Early momentum is being driven by grassroots education and the support of over 60,000 independent Waterless Beauty Consultants, who demonstrate how skincare can be both nurturing and responsible. The Waterless Beauty Consultants educate consumers on choosing products that align with their values and consistently demonstrate how important their collective impact is to the company.
On June 6, OLIVE TREE PEOPLE installed an art project on Santa Monica Beach, creating the first beachfront olive grove for an executive dinner. “Our consultants love our mantra: From Tree to Beauty. Like our waterless serums, creams, and ingestibles, which harness the antioxidant power of hydroxytyrosol from our olive groves, this journey immerses our waterless movement with the healing energy of these ancient trees.”
On June 6, OLIVE TREE PEOPLE transformed Santa Monica Beach into a literal olive grove bringing in 35 Olea Europaea ‘Manzanillo Trees for a dinner under the olive leaves. “Our consultants are those who believe in beauty that honors the earth,” says Lommel. “Just as our waterless serums and balms harness the antioxidant power of hydroxytyrosol from our groves, this journey immerses our community in the healing energy of these ancient trees. We brought this energy to the beach.”
The fastest-growing beauty brand in the US recently surpassed USD 1 billion in sales, demonstrating consumer demand for eco-conscious efficacy, especially in the waterless beauty market, which is expected to exceed USD 22 billion by 2028.
“This isn’t just skincare—it’s a movement,” says Lommel. “Every bottle saves water, every purchase gives us hope for the future.”
Become a part of the Waterless Beauty Movement
As awareness of resource-efficient beauty grows, OLIVE TREE PEOPLE invites consumers, professionals, and partners to experience the future of skincare—drop by drop of olive power.
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