Ukrainian effa, 100% recyclable and renewable paper travel amenities startup, showcases via CES 2022 and features at TechCrunch.
- Effa’s toothbrush is made out of sugarcane-based paper. The brush head is made of PBT Nylon — the same as many of the Bamboo brushes use, which can be made from recycled plastic bottles. The company also innovates in its approach to recycling — after use, you can separate the head from the body and throw them into different bins for proper recycling. In addition to the toothbrushes, the company makes a razor made of the same materials as the toothbrushes, with removable heads for separate recycling.
- There are a number of companies trying to make these high-volume disposable products have a little bit less of an impact. Life without Plastic makes toothbrushes out of wood, Brush with Bamboo makes ’em out of, well, you guessed it. Eco Roots makes toothbrushes and dental floss out of bamboo. It’s a thing, lots of people are doing it. At CES, a Ukrainian company announced it is joining the fray in the retail market. Effa, which makes toothbrushes out of paper, just announced a disposable razor made mostly of paper, and is preparing to offer a number of other products as well.
- The founders, Dasha and Ilya Kichuk, told me that the company was originally focusing on the travel space, and claims it had made sales to a number of high-profile clients, including Marriott, Radisson, Lotte Hotels and others. The pandemic put a significant dent in travel, and the company decided to pivot to the retail market in its native Ukraine, with an imminent launch in local grocery chains. At CES, the company is trying to find broader distribution for its products.
- The company currently consists of six people, including the husband-and-wife CEO and CMO team, a marketing person, a salesperson and an R&D department.
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