There’s nothing we at Form respect more than a project with a good cause. One brand very much aligned in this way of thinking is Proverb, whose natural and organic skincare range goes by the ethos “you get out what you put in”. Founded by husband and wife duo Luke and Kirstie Sherriff, combined expertise in human health and the beauty industry go into producing products with lab-proven benefits.
Dedicated to doing good in the wellbeing industry, Proverb has recently launched an Indiegogo crowdfunding campaign to raise funds for an admirable social enterprise. In creating what could be the world’s kindest deodorant, not only will the product prove better for its consumers’ health thanks to natural ingredients, but its purchase will have positive implications on the planet and the people who populate it.
“Cosmetics are not a need-based product,” says Luke Sherriff of the project. “People like them, but they’re a luxury, which is why we want to make sure our business has an impact on people further reaching than that. I’m a big believer that kindness goes a long way, and this new product uses natural ingredients so it’s kinder to its user, it’s refillable so it’s kinder to the planet, and it gives back to those who don’t have this luxury, which is obviously something that has driven Form, too.”
The great cause Sherriff is talking about is WaterAid, who will receive 100% of the profits of this new unisex deodorant and prospective washroom amenities line to follow. An international non-profit determined to provide clean water, adequate toilets and good hygiene for everyone, everywhere, WaterAid was a natural fit for a grooming brand often used for active and spa pursuits requiring the commodity we most often take for granted.
“Clean water is very high up on the list of the most important things for humanity,” says Sherriff. “Both as a family and as a business, we’ve donated to WaterAid before – our six-year-old daughter is extremely passionate about this and once came out with the line “Can’t we give them all our money.” A bit of thought got Luke and Kirstie thinking about the social enterprise model, and how they could indeed give all their proceeds from the project and still be an effective business by doing so.
“If social enterprises become the norm, hopefully we’ll see that having an impact is all part of wellbeing”
“There’s an element of there being CEOs of large companies who can give the same money we’re looking to generate from this project straight out of their income,” counters Sherriff. “But if social enterprises become the norm, though, hopefully we’ll see that having an impact is all part of wellbeing. And if we can develop a sustainable business that can last beyond us, then the impact of a project like this becomes further reaching than one-off donations.”
As for Proverb’s refillable deodorant’s effect on the planet, the impact of single-use plastic on our oceans is increasingly well documented. Refills for its reusable outer case will be able to purchase for between £9-12, sent in waste-limiting packaging. The ingredients themselves aren’t short of innovation either, using a plant-based fermentation technology Kirstie Sherriff describes as “Sauerkraut for your armpits” in place of the often-irritating baking soda many natural deodorants use to kill bacteria.
The Indiegogo crowdfunding campaign for Proverb’s new natural refillable deodorant runs until July 29, 2019, and you can fund the project either by making a donation or pre-ordering one of the product packages available.