the unwash review
You probably know them from their iconic green reusable sheet masks that give an alien-chic vibe that you’ve seen while scrolling social media. After the success of their usable sheet mask, science-focused brand Experiment Beauty launched an array of skincare products all to keep your skin hydrated, healed, and protected. Their products are focused on the science behind their formulations to better streamline the products we use, no gimmicky marketing is needed – Experiment relies completely on what’s in the bottle. Although a small brand they’ve caught our eye with their commitment to sustainability metrics and transparency, something many smaller and new brands don’t have the bandwidth for. It’s clear sustainability wasn’t an afterthought for the new brand but rather part of its entirety through the development process. Sustainability is proven to be fun and takes on a new look with Experiment.
Founded by Lisa Guerra and Emmy Ketcham to launch a brand that leads with science rather than marketing ploys. The brand goes against the gain in comparison to other sustainability products on the market that lean into ‘clean’ claims. Sustainability doesn’t always have to be sexy, hence the founders pushing the facts behind their ingredients – particularly glycerin. When the brand went live they started with only $8,500 and one product, the infamous green reusable sheet mask. The product cut the need for single-use sheet masks and rather allowed users to customize their experience by yielding a greater result of the products they already use when paired with the mask. The brand has added three products to its lineup that coincide with the goal of hydrated skin. Founders Lisa and Emmy put science on the forefront with products that work and are transparent about what’s inside.
“Aside from those, the conscious consumer of the future cares deeply about authenticity and transparency. We live in a world filled with BS, and the younger generation is looking for brands they feel live up to their brand promises. Conscious consumers are looking for brands that show up authentically.” – Lisa Guerrera, Experiment Beauty Co-Founder
All of their products are designed with recyclability and reusability in mind. All of the packaging for their products are made from recycled materials or have elements that can be reused and refilled such as their serum pump. The brand also partnered with Bluebird to accurately measure all of its sustainability claims and to provide better transparency for consumers. Every product on their website has an easy-to-access sustainability report, powered by Bluebird. Each report includes information on materials used, carbon emissions, supply chain design, and waste impact. The report even breaks down each segment of a product’s packaging to show waste generated from the cap, bottle, pump, and exterior packaging. This allows consumers to see which of their products are most sustainable which could influence purchasing decisions to find the product that is best for them.
Experiment makes science fun and feels very Gen-Z inspired. The brand leads with what’s in their products rather than trying to sell you on how something looks or give lofty goals of what a product can do. They keep it real with their sustainability goals, acknowledging that they’re not perfect but that they’re working to make a more concerted effort than other big-name brands. The brand shows up authentically which is what consumers currently want and is a driving factor in the excitement surrounding the brand.
01
Submission
If there’s one thing we know for sure it’s that there’s way too much plastic in the beauty industry. When we think of zero-plastic makeup, thoughts of minimalist routines and skin-like finishes come to mind. Submission Beauty is a completely plastic-free beauty brand that embraces maximalism with its biodegradable glitter. Traditional glitter products are not completely body safe and do not completely disintegrate even years after disposal. Submission Beauty is changing this by making a body-safe, plastic-free, biodegradable, luxury glitter.
02
Dieux
The founders keep it real with their consumers and have no interest in marketing gimmicks but are determined to sell high-quality products that pack a punch. Their concise yet impactful product line focuses on protecting the skin barrier and locking moisture in. The brand’s founders aimed to create products that truly do what they claim because they’re putting science at the forefront. Dieux is helping consumers buy less because their products are ‘dieux-ing’ more.
03
DedCool
The founders keep it real with their consumers and have no interest in marketing gimmicks but are determined to sell high-quality products that pack a punch. Their concise yet impactful product line focuses on protecting the skin barrier and locking moisture in. The brand’s founders aimed to create products that truly do what they claim because they’re putting science at the forefront. Dieux is helping consumers buy less because their products are ‘dieux-ing’ more.
