In my ongoing exploration of sustainable marketing and business practices, I’ve was drawn to local Singapore brands that are making waves in this space. One such brand that I’m excited to spotlight is The Powder Shampoo.

Why The Powder Shampoo?

As someone who has been careful about the personal care products I use—especially since becoming a parent 12 years ago—I’ve always prioritised natural ingredients and efficacy. A product’s sustainability is essential, but it also needs to deliver on its promises. When it comes to something as essential as shampoo, it must clean effectively and feel good in use. The Powder Shampoo does just that.

I first discovered the brand through an Instagram ad in 2023 and decided to give it a try. It’s safe to say that this innovative product exceeded my expectations.

The Powder Shampoo: Unique Powder-based Hair Care

The Powder Shampoo takes a unique approach to personal care with its waterless, powder-based formula. This innovation might just be what consumers didn’t know they needed until they experienced it. The brand has now expanded to include body wash products, offering a comprehensive solution for eco-conscious consumers.

The Founder’s Vision: Eco-Friendly Beauty for All

The Powder Shampoo was founded by Jlynn Chen, a Singaporean entrepreneur driven by a mission to revolutionise the personal care industry. Jlynn’s philosophy is simple yet profound: “Good products shouldn’t have to cost the Earth, and regular innovation is the only way to save the Earth from the climate crisis.”

With a deep background in the hair care industry and a passion for preserving the planet for future generations, Jlynn set out to create a product that aligns with her values. The Powder Shampoo is the result of that vision—a product that is as effective as it is eco-friendly.

Watch her Tedx Talk: The Plastic Pandemic: Unmasking The Recycling Myth.

Unique Selling Proposition: Sustainability at the Core

The Powder Shampoo stands out in the crowded beauty market with its innovative powder form. Customers simply mix the powder with water in their hands before application. This format offers several advantages:

Eco-Friendly Packaging: The Powder Shampoo is packaged in recyclable, plastic-free aluminium bottles, significantly reducing plastic waste—a major issue in the beauty industry.

Water Conservation: By eliminating water from the product, The Powder Shampoo conserves water resources and reduces the carbon footprint associated with shipping.

Travel-Friendly: The lightweight, compact nature of the powder makes it an ideal travel companion, eliminating the need for liquid bottles that often pose security issues.

Jlynn’s approach addresses key environmental issues—reducing water usage, cutting down on plastic waste, and lowering the carbon footprint associated with shipping water-heavy products.

Marketing with Impact: The Sustainability Message

The Powder Shampoo has effectively leveraged digital marketing and social media to build its brand and communicate its sustainability message. Here’s how they are doing it:

Storytelling: The brand shares Jlynn’s journey and the story behind The Powder Shampoo through their website and social media channels. This authentic storytelling resonates with consumers who are looking for products that align with their values.

Educational Content: The Powder Shampoo uses content marketing on social media and email marketing to educate consumers on how to use their products, the benefits of their sustainable practices, and broader environmental issues such as water conservation and the impact of plastic waste. This positions the brand as a thought leader in sustainable beauty.

Influencer Collaborations: The brand has partnered with a variety of influencers to reach a wider audience and build credibility. These influencers play a crucial role in introducing consumers to a new way of experiencing personal care products, driving both awareness and adoption.

Retail Partnerships: The Powder Shampoo is available through various online and offline channels, with a notable partnership being with Scoop Wholefoods Singapore—a retailer known for promoting sustainability. This partnership enhances the brand’s visibility in an environment that aligns with its values.

Tree Planting Initiative: The brand partners with Tree Nation to plant one tree for every product sold. This initiative not only offsets carbon emissions but also reinforces the brand’s commitment to sustainability.

Sustainability Proof Points: A Commitment Beyond the Product

The Powder Shampoo leaves a sustainability footprint in every aspect of its business. From its core product innovation to its net-zero website, tree planting initiative, and educational content on social media, the brand is deeply committed to promoting sustainability. Additionally, The Powder Shampoo is cruelty-free and advocates for mental wellness, further cementing its position as a holistic, sustainable brand.

Profit with Purpose: A Great Example of Sustainable Brand

The Powder Shampoo is a great example of how a small business can make a big impact by placing sustainability at the core of its operations.

By looking at some numbers across their website, 72,555 trees planted (1 for each product) x $40 (estimate average item price) = $2.9 million revenue generated since Dec 2021. (Note: these are estimates.)

Through innovative products and thoughtful marketing, The Powder Shampoo is not only meeting the demands of today’s conscious consumers but also setting a new standard for what it means to be a sustainable beauty brand. As more consumers seek out products that align with their values, The Powder Shampoo is well-positioned to lead the way in the sustainable beauty revolution.