Olive Tree People Reports US$1 Billion in Sales, Scales Waterless Skincare Model

THE WHAT?  Olive Tree People has reached US$1 billion in sales in the U.S., reporting growth in its waterless skincare line and implementing a model that reallocates saved water to clean water initiatives in Africa.

THE DETAILS The brand formulates its products without added water, replacing it with olive leaf extract and cold-pressed olive oil sourced from its certified groves in Spain. According to the company, conventional skincare formulas typically contain up to 70% water, which it omits entirely. Each unit sold is said to result in a savings of approximately 200 litres of water.

The company reports that the water saved is redirected to drinking water projects in Africa, with more than 15,000 people reportedly gaining access to clean water to date. On June 6, the brand staged a marketing event on Santa Monica Beach, installing 35 olive trees for a promotional dinner. Its U.S. expansion is supported by a network of approximately 60,000 independent consultants.

THE WHY? The cosmetics industry faces scrutiny over its water usage, estimated at 8 trillion litres per year globally. As interest in waterless formulations grows, olive tree people’s expansion reflects a broader shift toward reduced-water product development and lifecycle impact, with the waterless beauty category projected to exceed US$22 billion by 2028.

Source: PR Newswire

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