PRESERVATIVE-FREE
NOT BECAUSE WE TOOK THEM OUT.
BECAUSE THERE IS NOTHING TO PRESERVE.
WHAT A PRESERVATIVE
IS ACTUALLY FOR
IT IS NOT THERE FOR YOUR SKIN. IT IS THERE FOR THE WATER IN THE PRODUCT: WITHOUT IT, AN OPEN JAR, TOUCHED WITH FINGERS, LEFT IN A WARM DAMP BATHROOM, BECOMES A GROWTH MEDIUM WITHIN DAYS. THE PRESERVATIVE PROTECTS THE FORMULA. IT TREATS NOTHING.
NO WATER,
NOTHING TO PROTECT
A FREEZE-DRIED BEAD IS DRY. WITH NO AVAILABLE WATER, MICRO-ORGANISMS DO NOT GROW — THE SAME PRINCIPLE THAT LETS DRY LENTILS KEEP FOR YEARS WHILE SOUP TURNS IN TWO DAYS. THE PRESERVATIVE BECOMES POINTLESS. THAT IS NOT A TRADE-OFF, IT IS A CONSEQUENCE.
AN ABSENCE,
NOT AN ARGUMENT
PLENTY OF BRANDS DROP ONE WELL-KNOWN PRESERVATIVE AND ADD A LESS FAMOUS ONE. WE DO NOT, AND IT IS NOT A VIRTUE: IT IS WHAT THE FORMAT ALLOWS. THE USEFUL QUESTION IS NOT “FREE FROM WHAT?” BUT “MADE OF WHAT?” — AND THE ANSWER FITS ON ONE LINE.
SO WHAT ABOUT
HYGIENE?
IT IS THE RIGHT QUESTION, AND THE ANSWER IS AVAILABLE WATER. A MICRO-ORGANISM NEEDS FREE WATER TO MULTIPLY: BELOW A CERTAIN THRESHOLD IT DOES NOT NECESSARILY DIE, BUT IT STOPS GROWING. THAT IS THE PRINCIPLE BEHIND EVERY DRY FOOD, AND IT IS AS OLD AS SALT. A BEAD IS PICKED UP DRY, APPLIED, AND NEVER GOES BACK INTO THE JAR ON YOUR FINGERS — WHICH ALSO REMOVES THE MAIN SOURCE OF CONTAMINATION IN A CREAM.