A sustainable lifestyle shouldn’t come with a price tag that is out of reach for many. As more consumers look to live their lives more sustainably—including buying products that are kinder to the planet—there are opportunities for brands in the mass market to answer these needs by way of packaging, ingredient procurement and process.

NPD at Neutrogena—the mass market skincare stalwart in Kenvue’s stable—is taking that tack. The company recently rolled out what it contends is the first powder-to-foam cleanser on the market. Neutrogena Gentle Foaming Cleanser + Concentrate marries must-have skincare performance and aesthetic needs with key sustainability attributes—it is waterless and refillable.

“The waterless format idea stemmed from insights that consumers are becoming more interested in sustainable and waterless products that reduce plastic waste and energy consumption. This new form offers an opportunity for Neutrogena to deliver on consumers’ unmet sustainability demands without compromising the cleansing efficacy and gentleness of this product,” said Leslie Rank, principal scientist, skin health product and process innovation at Kenvue. (Kenvue is the standalone consumer health business spun off from Johnson & Johnson.) 

Users fill the Neutrogena reusable bottle with warm water and then add the concentrate.

“The concentrate is a powder form that once added to water, turns into a foamy formula. When pumped out, consumers can expect a handful of cushiony foam,” said Rank, who noted that it is important to shake the bottle well before first use.

When the cleanser is finished, consumers fill it with more water and another concentrate refill that comes in a small sachet “for a reusable daily face wash solution,” she said.

Rank contends Neutrogena’s consumers are ready for a refillable product.

“I think people are genuinely interested in investing in products that are not only gentle and respectful to the environment, but also their skin,” she said.

The Neutrogena R&D team created a compact formula; it has just seven ingredients—Sodium Methyl Cocoyl Taurate, Sodium Cocoyl Isethionate, Sodium Benzoate, Magnesium Sulfate, Citric Acid, Disodium EDTA, Ascorbic Acid.

“We worked diligently to create a formula with only seven ingredients to gently wash away dirt and impurities, while still leaving skin feeling refreshed and replenished,” said Rank. “We also ensured our formula was compatible with a sustainable packaging format that could deliver a soft, cushiony foam to give a comforting sensory experience.”

In addition, it is 96% biodegradable, unscented, non-comedogenic and free of parabens, phthalates, sulfate-surfactants, alcohol, mineral oil and soap, noted Rank.

According to Rank, Neutrogena continues to explore new packaging that reduces plastic usage.

“In fact, we’re starting to begin work to investigate packaging increases the use of PCR plastic (post-consumer recycled) and sustainable pumps. These are in the early stages, but we always are looking for solutions that provide more eco-friendly packaging without compromising consumer’s skincare needs of gentle and effective solutions,” she told Happi.

The new cleanser can be purchased at Target.com, Walmart.com and Rite Aid.com