Story of By Humankind: personal care brand focused on reducing single-use plastic waste in daily essentials
Story of By Humankind:
By Humankind was co-founded by Brian Bushell and Joshua
Goodman with a simple yet bold mission: to cut down the amount of
single-use plastic in everyday personal care. Brian Bushell, who also serves as
CEO, was especially driven by the need to create practical solutions that could
fit seamlessly into consumers’ lives.
Inspiration from the Ocean
Bushell’s idea for the brand was born out of a personal
experience. While on vacation, he discovered plastic waste sitting on the ocean
floor. That moment stuck with him. He realized that instead of focusing only on
recycling, he wanted to tackle the issue at its source—consumer products.
Building Plastic-Free Habits
From the start, By Humankind centered its innovation around refillable
products and concentrated formulas. Instead of selling shampoo or mouthwash
in large plastic bottles, the company designed bars and tablets that could be
rehydrated or reused at home. This reduced packaging and gave customers a
smarter, more sustainable choice.
Products with a Purpose
The range of personal goods quickly expanded to include mouthwash
tablets, shampoo bars, deodorants, and body wash. All products are made
from clean ingredients, never tested on animals, and shipped with biodegradable
or refillable packaging. The company promises that customers can cut their
single-use plastic footprint by at least 90%.
Funding for Growth
Despite the strength of its mission, raising capital wasn’t
easy at first. As Bushell explained, “It’s impossible to raise money until
someone says, ‘Wow, that’s a great idea.’” Eventually, investors who believed
in sustainability came forward, and By Humankind raised $7.15 million in
Seed funding from backers like Miroma Ventures, Niche Capital, and Green
Oaks Venture Capital.
Designing for Reuse
One of the core innovations behind By Humankind’s model is
its refill system. Customers keep their containers and refill them with
tablets, bars, or concentrates shipped in minimal packaging. This approach not
only reduces plastic waste but also creates a lasting habit of reuse.
The Role of Tablets and Concentrates
Another smart move by the company was to remove water
from its formulas. For example, toothpaste and mouthwash come as tablets that
customers mix with water at home. This means less weight during shipping, fewer
emissions, and far less packaging waste.
Tackling Greenwashing Concerns
As sustainability became more popular, some companies began
making exaggerated claims. By Humankind aimed to stay transparent. It partnered
with Plastic Bank to help offset plastic use, ensuring customers could
trust its “net neutral” plastic footprint claims.
Story of By Humankind: personal care brand focused on reducing single-use plastic waste in daily essentials#startup#age#net worth#entrepreneur#Humanki
Lessons from Package Free
Around the same time, entrepreneur Lauren Singer
built Package Free, a marketplace for plastic-free goods. Like Bushell, she
noticed growing awareness during the pandemic as people were forced to confront
the amount of waste in their homes. The rise of Package Free mirrored the
momentum of By Humankind, showing that sustainability was not just a trend but
a cultural shift.
A Bigger Global Effort
Bushell and others also connected with global initiatives
like rePurpose Global, which works to eliminate plastic waste through
credits and certifications. These collaborations highlighted that
sustainability requires both consumer action and systemic solutions, from
recycling supply chains to ocean clean-ups.
Commitment to Carbon Neutrality
Beyond reducing plastic, By Humankind also addressed its carbon
footprint. Since 2019, the company has been carbon neutral,
supporting projects like the Hudson Farm Improved Forest Management Project
in New Jersey and the Manoa REDD+ project in Brazil. This reinforced
its broader commitment to the planet.
Customers Want Quality First
Bushell often points out that while people want sustainable
products, they won’t compromise on quality. Customers expect deodorants,
shampoos, and toothpastes to work as well—or better—than traditional brands.
For By Humankind, this became both the challenge and the opportunity: making
sustainable choices that feel effortless.
Looking Toward the Future
By Humankind continues to grow with the vision of
transforming personal care into a low-plastic, sustainable experience.
For Bushell, the mission is clear: sustainability cannot wait until 2050. The
change must start now—with the everyday products people already use.
Timeline of By Humankind’s Journey
- 2019
– By Humankind launches, co-founded by Brian Bushell and Joshua Goodman.
- 2019
– Company becomes carbon neutral, supporting forest and REDD+
projects.
- 2019–2020
– Product line expands to include shampoo bars, mouthwash tablets,
deodorant, and body wash.
- 2020
– Pandemic increases awareness of household waste; sustainability brands
like By Humankind and Package Free gain traction.
- 2021
– By Humankind raises Seed funding of $7.15 million from Miroma
Ventures, Niche Capital, and Green Oaks Venture Capital.
- 2021–2022
– Builds strong partnerships with Plastic Bank for plastic
offsetting and joins global initiatives like rePurpose.
- 2023
– Products widely recognized for cutting single-use plastic waste by
90%.
- 2024–2025
– Continues growing community of eco-conscious consumers, focusing on
refill systems and plastic-free innovations.
