We are deeply concerned about the climate and pollution crisis and how it affects all living beings on the planet. We believe in the power of business to come up with solutions and innovations that contribute to solving such problems. However, we will only achieve impact if those solutions do not just work like the products they replace. They have to work better and thus, our focus has been on creating anhydrous, next-level performance beauty products that work better than the bottle while driving environmental impact through being plastic free and minimizing water waste and carbon footprint.
We chose the hair care category to start not only because our team of chemists has very extensive experience and deep knowledge in this category, but also because hair care products have a high frequency of use and are “everyday essentials”. To achieve true impact we need to replace highly polluting everyday essentials. It’s a market share game and we know it’s tough but only if we can succeed in beating and replacing the bottle, can we fulfill our mission.
As a company, you can’t reduce pollution and environmental damage by making consumers buy more and more products that they might not need but you need to do it by giving your customers better, higher performing and longer lasting options for products that they truly need. It’s hard work in development but once you found the solution, it’s a volume game. Every bottle we can beat and replace is a win, but you really need to replace tons and tons of bottles for impact.
3 billion plastic bottles are manufactured every year for just shampoo alone and with a recycling rate of just 10%, a lot of them end up in landfills or even our waterways, take centuries to decompose, harm animal life and end up as micro plastic in our food stream.
We are deeply concerned about the climate and pollution crisis and how it affects all living beings on the planet. We believe in the power of business to come up with solutions and innovations that contribute to solving such problems…