Check the ingredient list of any shampoo, and the first ingredient you'll find is water. Premium Beauty News reports that most shampoos and conditioners in the market are made up of 70 percent water. They also come in single-use plastic bottles.
Everist Chief Brand Officer, Jayme Jenkins, says that it's like shipping water bottles worldwide, and it did not make sense. This prompted Everist, a Toronto-based zero-waste company, to invent the Everist shampoo and conditioner concentrate.
Cision reveals that founders Jayme Jenkins and Jessica Stevenson are beauty industry veterans, and both came from big commercial beauty brands. Jenkins started at Procter and Gamble then moved on to L'oreal and The Body Shop.
Stevenson started at General Mills, went on to work for Revlon, and served as the general manager for Nude by Nature, an Australian clean beauty brand. The co-founders met in university and reconnected to launch their clean beauty brand.
While there are already clean and eco-friendly shampoo bars and powders available, Jenkins said that they found bars messy and powders clumpy, so the concept of concentrates came about.
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Clean and Concentrated Formulas
The Everist Waterless Shampoo Concentrate comes in a 100ml aluminum tube that is good for about 30 washes. It's clean and free from sulfates, parabens, dyes, silicones, synthetic fragrances, and preservatives.
The products are formulated with natural ingredients such as coconut-derived cleansers, aloe vera, amla, peppermint, and rosemary oils.
To replace the water content, Everist uses vegetable glycerin, a humectant, and moisturizer that hydrates the scalp and hair, reduces frizz, prevents dandruff and split ends, and strengthens hair. For the complete list of ingredients and their descriptions, check out Everist's information sheet.
One tube is equivalent to one 300ml bottle of shampoo. The 100% plant-based cream is three times concentrated, comes with a zero-waste tube key to squeeze out the contents, and the water from your shower activates the cream.
Cap Recycling Plan
While you can chuck the finished aluminum tube in the recycling bin, Everist has a different plan for the plastic caps. While the caps are made from recyclable PET plastic, Everist wants to make sure that they will be upcycled. When you buy their shampoo or conditioner, it comes with a cotton bag. Everist advises you to collect all your caps in the bag until you have ten caps.
Once you've rinsed the caps, you can request a return shipping label, which the company will email to you. Place the caps in a standard-sized envelop and attach the provided label. You can then drop it at any post office mailbox or any Everist store.
Everist also assures that their cartons and mailer boxes are 100% recycled paper and 100% recyclable.
1% For The Planet
Everist is committed to sustainability. They will be donating 1% of their sales to support sustainability projects.
The Everist website is now accepting pre-orders, and those will be shipped out by February in the US and Canada.
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