Positioning itself as a pioneer of the waterless beauty movement, Olive Tree People, founded in 1997, has built its brand on eliminating water from formulations and redirecting that resource toward impact. Building on that mission, founder and CEO Thomas Lommel recently presented the company’s “Waterless Beauty” initiative to government officials in Tanzania’s Arusha Region. During the meeting, Lommel proposed developing water wells in 90 villages, and representatives confirmed their support, with drilling commencing the next day in the Maasai village.
“Water is for drinking, not for skincare,” Lommel said in a press release addressing the initiative. “The water we do not use in our products, we bring to the people in Africa by building water wells there.” As of 2025, Olive Tree People’s wells have supplied clean drinking water to approximately 15,000 people across various African villages, with this latest commitment expanding the company’s water-access infrastructure.
Supported by more than 70,000 “Waterless Beauty Pioneers,” the initiative aims to educate consumers about the beauty industry’s intensive use of water in conventional formulations, where water often serves as a primary ingredient. According to Lommel, approximately 80% of liquid cosmetic formulations contain 60% to 95% distilled water as filler, amounting to roughly 78 billion liters of water annually. Not to mention that this water content is often combined with up to 25% of refined oils.“We do not sell beauty products—we educate waterless beauty,” Lommel added.
Olive Tree People replaces water with botanical alternatives or more concentrated formulas. Alongside other brands doing the same, waterless beauty has become one of the fastest-growing segments in the industry. According to Grand View Research, the category is projected to reach $17.21 billion by 2028. At the core of this initiative, however, is an effort to expand the definition of waterless beauty beyond product formulation. The company argues that by reducing water use in its products, it can invest in water-access projects such as this one.
These water well projects form part of the company’s broader conservation efforts, which have contributed to what Lommel describes as a “sustainable cycle” over the past 23 years, including conserving more than 30,000 ancient mountain olive trees in southern Spain, promoting biodiversity, and helping prevent soil erosion.
“I believe that purpose-driven jobs represent the future, and that this is a dream shared by many,” Lommel continued. “We do not operate a charity or give back in Africa. We are building a sustainable cycle, like the trees and nature have been doing for millions of years. We give, and we receive, and the knowledge we gain in the process is often far greater than what we give.”
As water scarcity and sustainable sourcing become growing concerns for consumers, initiatives like these are helping define how the beauty industry can contribute to broader environmental solutions while answering customer demands.