Less than one year after its August 2016 debut, indie brand Pinch of Colour is experiencing substantial growth thanks to retail partnerships and new product offerings. The brand, responsible for the first-ever waterless color cosmetics line, was developed by beauty industry veteran Linda Treska, who grew up in Albania with inadequate water supply, heightening her appreciation for access and conservation. By using waterless technology, the brand is conserving the resource and benefitting with big color payoffs.

“Think about when you add water to juice or wine, it immediately diminishes the impact and the level of concentration,” explained Linda. “Moreover, eliminating water forgoes the need to use parabens as a preservative system in order to avoid bacteria from growing.”

The eco-friendly brand currently produces 10 bold shades of its Waterless Lip Colour with hues that range from warm neutrals to intense reds. Another product, Honey Glow Waterless Face Balm, a dewy highlighter made with honey extract, rounds out the collection. In March, the 11-sku line will be expanded to include Honey Silk Waterless Tint, a water-free complexion item available in six tones. Two additional products will be released late summer/early fall.

Pinch of Colour is also quickly expanding into retail. It entered clothing retailer Francesca’s at the end of 2016, as the first color cosmetics line to be sold in the boutique chain’s stores and online. The lipsticks are also now available overseas in I Never UseFoundation (INUF) Breakfast Club, a curated lifestyle concept store in Hong Kong dedicated to conscious beauty. In March, the collection will become available online and in select U.S. Anthroplogie stores, as well as online and on-air on QVC and Beauty iQ in April.

“The distribution strategy for Pinch of Colour is different from most,” said Linda. “We are interested in partnering with retailers that are untraditional for beauty. That’s where the customer gets inspired. After shopping for clothes and accessories, she can get her makeup there to complete the full look.”

The growing success of the brand has not made Linda lose sight of the heart of the brand’s mission – water conservation. Ten percent of net profits are donated to charity partners. She also co-founded Blue Angel Charity, which focuses on Eastern European water projects and bringing clean water to schools.

“The brand is a solution for the charity and a way to give back to the community,” explained Linda. “Both the brand and the foundation were launched in unison to raise awareness, resources and funds to bring safe, clean drinking water to third world countries.”

Through a partnership with Clean Water for Children, Pinch sponsored its first water well in Kolkata, India, replacing poisonous water sources with clean drinkable water that matches World Health Organizations standards. As a result of the well, an entire village is now able to have access to clean drinking water. The company is also working on a second water initiative in the Dominican Republic, in collobration with The Her Initiative/Healing Waters, to help women and children with water sanitation and hygiene.