PROCTER & Gamble (P&G), the makers of popular consumer products such as Gillette, Head & Shoulders and Pantene, have launched a new waterless haircare brand.

WATERLESS, with the slogan “No washing, just WOW hair”, is inspired by women in Cape Town who struggled to wash their hair during the devastating Cape Town drought, P&G Beauty said in a statement.

Capetonians were rationed to 50 litres of water per person per day during the drought – at one point, even Western Cape premier Helen Zille bragged about having oily hair.

WATERLESS is P&G’s first new retail hair care brand in four years.

“We believe that we can play a role in helping people achieve the end result they desire despite water shortages through insightful and meaningful innovation,” Alex Keith, P&G Beauty CEO, said.

The WATERLESS range includes a foam dry shampoo that “instantly revives hair” by absorbing excess oils, a dry shampoo spray to “keep hair beautiful in an instant”, dry conditioners which provides hair with softness and smoothness and alcohol-free hair refreshers with signature fragrances for an “instant odour-detox”.

It is available exclusively in selected Clicks stores in Cape Town.