Stockholm – Design studio Form Us With Love has launched Forgo, a sustainable, subscription-based personal care service that produces significantly less waste than most brands in the toiletries sector.
The brand’s eco-first initiative initially led to a subtraction of ingredients – with the removal of 80–90% of the water that exists in most cosmetic products. After developing a powdered solution to which consumers add their own water, Forgo's developers turned their attention to plastic, throwaway bottle. Now, its three concentrated powders are sold in water-soluble paper.
Created to provide an overall more eco-friendly at-home cleaning option, Forgo has created a starter pack including a re-usable frosted glass bottle. Also recognising the importance of convenience for shoppers, the service operates on a subscription delivery model, with sachets that fit through letterboxes reducing the size and weigh of the product.
Brands are increasingly aware of the need to reduce the amount of water used in cosmetics manufacturing – something we examine in Waterless Beauty – developing formulas to alleviate environmental concerns.