Q&A with Disruptor London: Discovering Disruptor London's Sustainable Beauty Revolution
In a world where the beauty industry's secrets can no longer be ignored, this brand has emerged as a beacon of transformation. With an unwavering commitment to people and the planet, Disruptor London redefines the norms of personal care, fusing attitude and vision with five powerful pillars that shape their environmental, social, and governance commitments. From ingredient transparency to waterless formulas, responsible manufacturing to plastic-free packaging, their mission is nothing short of revolutionary. Let's dive in!
Can you tell us more about the inspiration behind founding Disruptor London and the core values that drive your sustainable personal care brand?
We, Sira and Juan, created Disruptor London in January 2021 after many years of frustration with the beauty industry. At that time, we didn't even have any product to offer, we only knew that we wanted to make personal care that's good for people and planet. We soon learned it wasn't going to be easy, but we're here for the long journey. Since we started and, after more than two years of research and development, we have released a range of products for shampooing, conditioning, cleansing and shaving that replace many of the unsustainable offerings out there. This is us. This is our story
Your commitment to "people and planet" is evident. How do you ensure that these stakeholders remain at the forefront of your business decisions and practices?
We were born from a purpose to put people and planet before profit, and everything we do respects this purpose. It’s a question of ethics and values.
Could you delve into the five pillars that form the foundation of your environmental commitments ? How do they guide your company's direction?
To begin, we had to forget everything we knew about sustainability and start from a blank canvas. Being an insider from the beauty industry has exposed so much good and bad.
Our ambition is so comprehensive that we have devised five pillars as the foundations for our environmental, social and governance (ESG) commitments:
- Ingredient transparency because consumers deserve to know what goes into their products and how these ingredients are sourced.
- Responsible consumption is the United Nations Sustainable Development Goal #12 #SDG12 We all have a responsibility to reduce our footprint. Reducing consumption overall is a good start.
- Waterless formulas - Most legacy shampoos, cleansers, and conditioners contain up to 95% water, forcing suppliers to package these watered down products in plastic containers that end up in a landfill. We don't see the point in this unnecessary cycle of waste, so we’ve reimagined these products to be solid, concentrated and even more effective.
- Responsible manufacturing- Waste is built into the manufacturing model. So far, most work has been done around packaging waste. We wanted to take a 360 degree approach to our business model by addressing manufacturing. For us, this meant adopting a ‘Just In Time’ manufacturing model to reduce waste and carbon footprint.
- Plastic-free packaging- According to GreenPeace, less than 9% of plastics in the UK get recycled. The UK recycling infrastructure fails us and as suppliers we have a responsibly to produce products with packaging that can easily be disposed off. Aligned with ingredient transparency pillar, we chose to stay away from anything with a petrochemical origin.
Waterless formulas are an innovative approach to sustainability. Could you explain how your products achieve this while maintaining their effectiveness?
"Waterless formulas - Most legacy shampoos, cleansers, and conditioners contain up to 95% water, forcing suppliers to package these watered down products in plastic containers that end up in a landfill. We don't see the point in this unnecessary cycle of waste, so we’ve reimagined these products to be solid, concentrated and even more effective. "
Responsible manufacturing is a key commitment. What steps do you take to ensure that your manufacturing processes align with your sustainability goals and ethical standards?
So far, most work has been done around packaging waste. We wanted to take a 360 degree approach to our business model by addressing manufacturing. For us, this meant adopting a ‘Just In Time’ manufacturing model to reduce waste and carbon footprint. It also helps us better manage inventory and cash flow.
We love the multi Use aspect of your products. Tell us more about that.
We want people to use fewer products that work hard and in a green way. To achieve this, we worked tirelessly on research and development to formulate products that respect these credentials of efficacy and multifunctionality.
What’s Favourite product and why?
That's like asking a parent who's their favourite child. Lol!
All our products are problem-solution led. FLAKE FREE has a special place in my heart, though, as this one was born out of a personal need. It was developed to help alleviate my own issues of itchy, flaky scalp during COVID-19 as a result of stress induced dermatitis.