Launched on Tuesday, Plus was created by acne brand Starface co-founders Julie Schott and Brian Bordainick, as well as Cathryn Woodruff, a former marketing director at food startup Banza. Sold exclusively through its DTC site, the brand’s first product is a body wash in sheet form that transforms into a lather when wet. It comes in two different scents and an unscented version. A pack of 16 sheets retails for $16.50. Sachets for the sheets are made of wood pulp and dissolvable ink that can go down the drain.
“We were so surprised to learn that your liquid body wash is literally up to 90% water, with just a tiny percentage of active ingredients,” said Schott. “Essentially, you’re shipping water all over the country, all over the world. The emissions are crazy from that decision alone. It’s just not necessary,” she said.
Plus is the latest brand to hit the market as part of the growing waterless trend that is emerging across personal care, beauty and cleaning products. According to Schott and Bordainick, the brand’s products use 38% less water in manufacturing compared to bottled body wash. And they calculate that the lower shipping weight results in 80% fewer carbon emissions. Dehydrated products are especially catching on among DTC brands as lightweight options can save brands money on shipping costs.
Schott and Bordainick have DTC beauty startup experience from the launch of their Gen Z-focused acne patch brand Starface, in September 2019. It is now