Introducing Beauty Kubes: interview with Emma Heywood, the founder

Posted by Triin de Speville on

We are very happy to introduce Beauty Kubes to Set Me Free zero waste online store. We've asked a few questions below from the founder Emma Heywood to find out better what was the inspiration on creating these products and why we should be converting to Beauty Kubes.

What made you start Beauty Kubes and who are behind it?

My name is Emma Heywood and I am the owner of a company called Eve of St Agnes, and I have been making natural skincare and scented candles since 2011. In 2017 I became conscious of the sheer volume of plastic packaging within the cosmetic industry and wanted to create products that were not dependent on plastic packaging. In particular, I wanted to create a single-use plastic free shampoo product that could be used in hotels instead of the small bottles of shampoo and shower gel. My partner Morten Pedersen joined the company in 2017 and in February 2018 after lots of experimentation and sleepless nights, we launched our new brand, Beauty Kubes!

How important was it to be plastic free vs use natural ingredients? For example not using SLS.

It was very important to me to use as many natural ingredients as possible. I use all of the products I make and find that SLS irritates my skin and scalp. A major challenge was creating a natural ,solid shampoo without SLS that created a good enough lather. Although Beauty Kubes don't lather quite as much as shampoos containing SLS, the gentle lather is more than enough to clean the hair effectively without drying out the hair or scalp.

Which other brands do you admire the most and find inspiring?

Lush because they have achieved such a lot with their campaigns against animal testing.

What would be your advice for someone who is only starting the zero waste journey?

Don't beat yourself up! It's so hard to go completely plastic free, no one can be 100% perfect, just the fact that people are making a conscious effort to really look at the amount of plastic waste that they are responsible for is a huge step. There are some amazing zero waste bloggers and sites out there offering some great advice on steps you can take to cut down on plastic. Perhaps even start to tackle it room by room in the house, the bathroom is a great one to start with!

Do you have any other products that you're currently working on that we should know of?

We are in the process of developing a conditioning Kube which is really exciting! Although a lot of our customers find they don't need to use a conditioner after using Beauty Kubes, some people with tangle prone or dry hair need a bit of extra help. The new Kubes will be packed with hair nourishing, natural ingredients and we are really looking forward to launching them.

What are the 3 main achievements that you feel most proud of?

We were recently voted one of 'The coolest global beauty innovations' by global data analysts, Mintel. Also, we recently won a gold award for best hair care product in the Free From Skincare awards, for our Normal / Dry shampoo Kubes. We are also very proud of the fact that we are helping to eliminate plastic waste in the hotel and tourism industries by supplying hotels and resorts with Beauty Kubes instead of all of those tiny plastic bottles of shampoo and shower gel.

Why do you love Beauty Kubes?

We love Beauty Kubes because we have been lucky enough to have had some fantastic, supportive customers who have given us some amazing feedback and let us know that we are helping them to achieve shiny, healthy looking hair while helping them to reduce their plastic waste. That for us is what makes it all worthwhile.


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