P&G Ushers In Waterless Haircare Era with ‘Gemz’

Happi Top 50 Company Procter & Gamble is setting the stage for a magical new industry trend: waterless hair care.

Enter Gemz. Fourteen years in the making, these hexagonal-shaped, water-activated, dissolvable shampoo and conditioner deliver eight times more active ingredients than traditional liquid formulas, per the brand. A precious commodity, these Gemz — named for their shiny sustainable component and high-potency formula — allow users to mix and match lightly scented formulas based on hair’s unique needs. This affords consumers the opportunity to create their “perfect” wash day, per brand officials.

High-performing active ingredients include bis-aminopropyl dimethicone for softness; guar hydroxypropyltrimonium chloride for detangling; and polyquaternium-76 for lightweight conditioning.

A Rainbow of Transformation

As its playful name suggests, this generation-forward brand was created with the “shapeshifter” minds of Gen Z in mind — a demographic who seeks high-performance haircare with more freedom in their beauty routines. (Any long-haired beauty enthusiast can attest to wash days as big an unwanted, time-consuming chore as doing laundry!)

“The Gemz name is inspired by the product’s purity, the rainbow of beautiful choices, and the inspiration of uniqueness in every person’s beauty,” Robert Reiss, brand VP, North America Hair & Disruptive Innovation at P&G, told Happi. “Gemz is a rare product to use: no filler or additives, giving you pure active ingredients. It’s a rainbow of transformation in the palm of your hand. With Gemz, you get super-concentrated hair care, for flawless locks every day of the week, because each Gemz is as unique as you are.”

The TSA-approved, leak-free nuggets can be stored in gym and travel bags for hair wash routines on the go. Plus, in-line with the product’s water-saving function, Gemz partnered with TerraCycle as a natural extension to provide zero waste recycling at home, at no cost to consumers. In addition to saving water, another reason that makes the product a real “gem” is that it provides zero bottles and bathtub clutter. Instead, Gemz comes in a hooked pouch designed for easy in-shower storage.

“The clutter-free, no-bottle format is a game-changer for both aesthetics and functionality,” said John Scarachilli, director, Procter & Gamble, Hair Care, Scientific Communications, R&D. “With Gemz, you’re eliminating bulky bottles, leftover product waste and that mess of half-used containers – replacing them with compact, pre-portioned doses that are easy to store and even easier to use.”

Brilliant Results

The brand says early consumer feedback has been overwhelmingly positive. In a post-purchase survey, 89% of users said Gemz gave them an extra day between washes; and 85% felt that a single Gem gave was the perfect dose – a testament to the dissolvable’s performance and convenience in a way that aligns with real consumer needs, officials said. To reach Gen Zers (and beyond!), Gemz will leverage TikTok and Instagram with a 360-degree launch campaign. Influencer seeding, digital storytelling and in-store visuals will provide how-to content to detangle misperceptions on the the unique format and showcase real “magical” wash day transformations.

Gemz retails for $7.99 for a five-count of either shampoo or conditioner, and $14.99 for an 11-count variety pack inclusive of both at Target.