Evolvetogether is rolling out a dissolvable, zero waste soap bar, $20, in collaboration with Goop on Tuesday. In addition, Goop founder Gwyneth Paltrow is joining Evolvetogether as an adviser.
Evolvetogether founder Cynthia Sakai was connected to Paltrow via mutual friends. This launch follows the brand’s recent collaboration with Joanna Czech, an undisclosed seed round in 2023 led by True Beauty Ventures and expansion into Blue Mercury, Credo Beauty and nordstrom.com. The brand is on track to near $10 million in sales this year and exceed $20 million next year, per industry sources, with its direct-to-consumer business growing 50 percent month-over-month.
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While Evolvetogether and Goop have similar missions, this collaboration was born from an issue both Sakai and Paltrow were seeing in the hospitality industry.
“When we started this project, we thought about: Gwyneth travels a lot. I travel a lot, and the one thing we were noticing in luxury hotels was still the idea that a lot of these amenities were being housed in small plastic containers,” Sakai said. “We were like, ‘OK, how do we create something that is sustainable but also is great product?’”
From there, Sakai also found that “the number one and most wasted product in the hospitality industry is soap. More than 2.6 million bars of soap, plus the packaging and plastic is thrown out every day through the hospitality industry.”
Therefore, the companies honed in on creating a product that could be efficiently used in the hospitality setting and feature hydrating oils with packaging that doesn’t harm the environment.
“The challenge was, how do we create an actual dissolvable paper that can hold these oils in there and still be dissolvable and not degrade in transit or at the hotel space,” Sakai said.
Using wood pulp, the team was able to reach its goal in creating a fully dissolvable, septic-safe wrapper on a hydrating and exfoliating bar of soap. The soap itself is infused with coconut shells, avocado oil, shea butter and more with Evolvetogether’s signature Havana scent of cardamom, violet, vetiver and cedarwood.
“At Goop, we are constantly looking for ways to elevate the every day. For this Evolvetogether collaboration, Cynthia and I took the idea of a bar soap and made it covetable, giftable and luxurious, both for consumers and the environment,” Paltrow said. “Housed in a first-of-its-kind biodegradable and dissolvable packaging, this product aims to reduce the environmental impact, especially when traveling. We loved the idea of making it a travel-friendly gift set, something you could feel wonderful about giving to others or even yourself.”
While the product is launching in limited quantities via the two brand’s websites, as well as select Goop retailers, there’s more to come next year in the hospitality sector.
“We’re already speaking with some major, luxury hotel properties to start changing their soap bars with this fully dissolvable soap,” Sakai said.
Concurrently, Paltrow is joining Evolvetogether as an adviser. “[She’ll be] advising on clean and wellness and how to live a good life,” Sakai said.
In addition to this partnership, there’s more on the horizon for Evolvetogether, including body cleanser and body cream this month and expansion in home and fine fragrance next year.
