Water-Free Beauty

If you ever question...

KuuSh started from an ethical viewpoint and hasn‘t budged. In 2002, and still today, the focus has been on;

•Waterless Beauty. It just made sense to me not to mix a whole concoction of ingredients, almost like grabbing a handful of stones and throwing them, hoping to hit the target (in this case, sort out a skin issue) and then adding a cocktail of preservatives, some of which have huge question marks hanging over them...and some, like Parabens, have been proven to be endocrine disrupters. We were always about educating consumers and teaching them what really goes into skincare and where our points of difference are with forward thinking and in perfect line with nature. I’ve always been highly confident in my brand and what I was producing, and I never had to second guess or question anything. Waterless Beauty focuses on every single ingredient being an active ingredient for the BENEFIT of the skin, not causing harm or detriment. That was number one for me. And preservatives weren’t the only issue here. There are thickeners (oh yes, night creams weren’t too rich, as people used to report, they just had extra thickeners in the product to give the illusion of being ‘a night cream’), pH adjusters, stabilisers, and even liquid vinyls, and who in the heck wants that! Ethics and Integrity, all the way. 

PS In 2004, KuuSh was the only Australian skincare Company to sign the “Coming Clean Campaign”, pushing for truth on labeling. Plus we put Dr Darbre’s findings with Parabens being linked to breast cancer, out there to the public, week after week, after week. 

  • Pricing. Bespoke products like KuuSh offers, being water-free and junk-free, comes at a premium for which no apologies are made. Being free of filler means the consumers are benefiting by using KuuSh. Being 100% active, from the first ingredient to the last, and full of nutrition, compared to being UP TO 3% of the WHOLE product being active, (most cases), says everything. Besides all of this, water is our most precious commodity and considering the skincare industry is worth billions of dollars, there’s a huge amount of water going into it. Typically, any given moisturiser, for example, contains 70-95% water. That’s staggering. Then to add a chemical concoction of ‘feel good’ yet useless ingredients to the mix, top it off with preservatives, package it in a pretty container and present it to YOU, as some sort of skinCARE (care being the key word), is an insult to your intelligence and the intelligence of consumers in general. Remember, the total of the active ingredients is normally 3% and under. The biggest question here is ‘how much are you paying for water?’ (And a whole heap of nasty, bad-for-you, ingredients.) And how much is the manufacturer making on producing products that contain anywhere from around 70-95% water? 
  • Naked products. No extra packaging, apart from the necessary jar or bottle; that’s how KuuSh has always been. It isn’t now a big news flash to garner attention on how we’re going to reduce unnecessary packaging and therefore the stress on the planet....just normality here for us. 
  • KuuSh wasn’t just forward thinking back then, almost 2 decades ago. No, it was way ahead of its time and for the readiness of the industry, however, it has been a pioneer in producing REAL natural/organic/vegan products and pushing consumers health rights, need-to-know rights, and increasing the demand for ethical products. Not only that, speaking up as we did way back then was depicted as aggressive by some. Perhaps they were the ones who didn’t want the truth out there. We weren’t aggressive at all, we just didn’t allow room for nonsense (and we still don’t) AND we gave a damn. And still, there are a myriad of brands being released every week claiming to leave out all of the bad ingredients, yet if you read the ingredients list, it speaks for itself...just another same same with a different name, different packaging and (occasionally) a different story. It’s not only disappointing that yet another opportunistic brand is trying to bleed consumers of their right to know what they’re really being encouraged to use, but it’s downright unethical. Even though we push for more sustainable and honest brands to emerge into the market, we don’t ask that brands try to copy, and KuuSh has had its copycats over the years, but they’re still way off the mark. There’s one thing to waterless beauty but there’s another thing in getting it right, so the nutritional content remains unadulterated and pure and whole for the skin. 
  • Conclusion. Every brand could be ethical, IF they wanted to be. 


Skincare Expert 


Industry Adviser 


Product Developer & Designer