An all-new clean beauty company based in Toronto, Canada has launched, but unlike most others, it strives to be completely zero-waste. Everist‘s first products include the Waterless Shampoo Concentrate and Waterless Conditioner Concentrate.
Everist was born out of co-founders Jessica Stevenson and Jayme Jenkins’ shared desire to create a beauty company completely free from single-use plastic. Aiming to fix the beauty industry’s major plastic problem was ultimately what prompted them to work at not only creating a clean formula for their products but finding an easily recyclable packaging option.
In this case, Everist settled on 99% pure aluminum tubes for their shampoo and conditioner. These tubes can easily be recycled curbside, and are produced locally to reduce the brand’s footprint even further. In fact, Everist says that aluminum is both the most commonly recycled and more importantly, the most recyclable material on the market today (nearly 75% of all aluminum produced in the United States is still in use today).
The only part of Everist’s packaging that currently cannot be recycled is their plastic caps. Recognizing the need to make advancements in this area, they have decided to address the problem in the meantime by creating a cap back program. While the caps are technically made of recyclable PET plastic, Everist acknowledges that the reality is most plastic doesn’t end up being recycled. That is why they have created the cap back program, where consumers can send the plastic caps back when they’re done with them, and Everist will upcycle them into future products.
Other sustainable efforts made by Everist include their clean, biodegradable, and waterless formulas. Both their shampoo and conditioner formulas are 100% plant-based and are entirely free from parabens, silicones, dyes, sulfates, synthetic fragrances, and preservatives. What Everist’s haircare products do contain, however, are a multitude of pure, active ingredients that promise to leave hair feeling light, smooth, and healthy. Such ingredients include aloe vera, amla oil, rosemary oil, vegetable glycerin, and coconut-derived cleansers.
Stevenson and Jenkins didn’t think it made sense that typical haircare products contain so much water, when they’re already being used in the shower. That is why they decided to come up with waterless versions of these essential products. Their products are far more concentrated than your typical shampoo and conditioner, which means they last longer, require less packaging and are lighter to ship, all of which reduce both the brand and consumer’s carbon footprint. Each tube is 100mL, roughly the size of a travel shampoo or conditioner, or one third the size of a typical bottle of either, however, it will offer as much as a typical bottle.
Everist’s waterless shampoo and conditioner concentrate, which retail for $28 each, are currently available for pre-order, with products being shipped in February 2021. At the moment, Everist only ships to Canada and the United States. All Everist products are shipped in paper packaging that is 100% recycled and 100% recyclable (this even includes all labels and stickers to ensure the entire package can be thrown in the recycling).
All images in this article are courtesy of Everist.
