‘When we don’t have a partner to work on a great idea with, we just start it ourselves,’ says Libermann. ‘We knew nothing about the personal care industry, we just knew it was very wasteful.’ So what is the Forgo formula? It’s all in the name – Forgo means ‘to do without,’ and they thought about what to get rid of.
Collaborating with a lab in Canada, they produced three different concentrated powders with just six ingredients that, when mixed with water at home, turns into the foaming hand wash we all love. The Forgo starter pack includes a reusable frosted glass bottle made in Portugal, and the sachets for powder are made from paper, but without the usual plastic coating that prevents recycling. The team have swapped this with a water-soluble alternative, that means it definitely can be recycled.
Simple and effective, the Forgo handwash comes in three scents – neutral, citrus and wood, and in true Form Us With Love style, the visual identity carries a minimal aesthetic too. ‘Sustainability can be an everyday thing’ is message Form Us With Love want to drum with this new venture – and by the sounds of it, this is just the start for Forgo. The brand see space for this transformation in other areas of the cosmetic world, that is yearning for this type of reductive change. §
DrBronner
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