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Brief Published: 5 Mar 2020

New Brand Makes Sustainable Personal Care Stylish


The backlash against plastics and demand for clean formulas are being driven by 360° Ethical Millennials, for whom sustainability is a key concern. Swedish design studio Form Us with Love is launching a personal care brand called Forgo that taps into multiple eco-friendly touchpoints.

Set to launch in February 2020, its first product is a waterless hand soap – a concentrated powder that’s activated by adding water. It’s packaged in a paper envelope and accompanied by a glass bottle. As part of Forgo’s Bring Your Own Water (BYOW) strategy, users simply pour the powder into the bottle with some water. The brand is cleverly helping consumers reduce their water consumption by removing the ingredient from the finished products they buy. 

Further tapping into the brand’s sustainable ethos, the soaps will be made from post-industrial waste materials, such as wood offcuts and orange peel. Forgo is repurposing materials in its formulas as a way to reduce landfill waste, while creating a viable commodity.  

As we explore in Catering to Convenience, brands are creating refill models to help consumers make eco-friendly decisions in their everyday lives. In an effort to keep carbon emissions produced by heavy shipping containers to a minimum, the thin recycled cardboard envelopes are sent to subscribers once a quarter. This is a lucrative opportunity, since more than 80% of US consumers would buy products without single-use packaging if given the option (Shelton Group, 2019).

Form Us with Love is revamping the personal care category, which rarely sees leaps in innovation. The studio is making sustainability not only viable, but also an aesthetically stylish endeavour, attracting more consumers to eco-conscious living.

“Forgo illustrates the incredible influence of design in the uptake of sustainable behaviours,” said Ella McDougall, Stylus’ Product Design assistant editor. “There is a huge opportunity here for studios to drive attention to overlooked categories and bring about real-world change, one hand soap at a time.” 

To read more about eco-friendly consumers and products, see Bathroom of the Future: People & Planet, and What’s Next for Natural & Organic Beauty.