Promoting sustainable consumption top-of-mind for waterless beauty brand founded by ex-Amazon VP

Bhuman is a waterless personal care brand by Yeeli Lee, former vice president of Amazon China and a brand consultant that has worked with the likes of Unilever, Procter & Gamble, Coty and The Estée Lauder Companies.

Lee developed the brand in an effort to combat climate change by reducing the usage of single-use plastics and lowering the carbon footprint of the beauty industry by using sustainable processes and waterless technology.

The brand currently offers a single product – B Clean Waterless Facial Wash Powder, a 100% plant-based enzyme powder cleanser has a zero-water footprint, allowing it to cut down on emissions from transport as well as packaging.

The water-activated cleanser is available in a special bamboo bottle as well as refills housed in plain aluminium bottles that can be easily and infinitely recycled.

“The whole reason why I went with a simple single SKU – a unisex facewash – is because I wanted something that has a high penetration rate and could be used by both men and women, low in carbon footprint and refillable. I wanted to apply circular economy principles and move away from the ‘make it, take it, waste it’ mindset,” ​said Lee.

Furthermore, recognising the imposing threat of dwindling freshwater resources, Lee aimed to bring a water-friendly solution to the market

“If you look at the statistics, water is becoming even more scarce either because of climate change… or because of our rapid utilisation of water. Knowing this, I made water scarcity top-of-mind as I developed Bhuman,” ​said Lee.

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