Over the past couple of years, words like “green” and “sustainable” have become favorites among marketers around the world. This trend is not surprising, seeing how environmental concerns are ranked high in the minds of individuals and institutions. Unfortunately, most brands using these words to grow their user base aren’t truly becoming part of the change, especially in the cosmetics industry.
Self-describing as “an environmental awareness company parading around as a damn good hair care company,” DIP is a prime example of everything sustainable cosmetics could (and should) be. Founded by Kate Assaraf in 2021, DIP represents the pinnacle of the mission she has worked to fulfill since she learned to love nature while playing outside as a kid.
From sorting donated clothes to leading her own company, Kate’s ambition is out there for everyone to see. However, unlike many other entrepreneurs, she truly believes in the possibility of building a better world through her hard work. With more than a decade of experience in product development, marketing, leadership positions, and sustainability in the cosmetics industry, Kate has seen the negative impact that corporate America has on the environment and small business owners in our communities.
“My mom was an anthropologist who was interested more in different cultures and tolerance rather than in balance sheets and profit. We were one of the poorest families in town, which she constantly tried to hide,” said Kate in an interview. “I grew up in church-funded housing. I inhabited two parallel worlds, where my stepmom, an Iranian immigrant, was a living example of how a strong & determined woman could run a successful business with integrity and at the same time my mom taught me how to appreciate nature and the incalculable joys of helping others. And that balance in my upbringing shapes my business today.”
While most people don’t tend to think of hair products as a form of pollution, the reality of hair care is different. It’s suspected that more than 552 million shampoo bottles end up in landfills, making the hair care industry a quiet but big contributor to climate change. Sure, so-called “plastic blindness” has decreased recently over the past years but when taking everything else into consideration, DIP believes that “plastic-free should be a bonus” rather than a selling point for customers. DIP also strongly believes that no one is going to change their habits long-term if the experience feels like sacrifice.
It has been said that “it is small everyday deeds of ordinary folk that keep the darkness at bay.” This is quite appropriate to describe the mission DIP has set to accomplish: Allowing anyone to drive change on a daily basis with just a swap to their personal care routine. To make achieving real change as easy as possible, DIP has designed its premium line of hair care products around three principles:
- Performance identical to that of luxury salon brands
- Simplicity by having one hair bar for all hair types
- Reducing yearly costs for customers of luxe hair care
While designing products around these three principles was surely no easy task, DIP managed to do it somehow. Today, it offers a complete line of products for all hair types, textures, colors, and use cases, all with varied and delicious fragrances that have become the favorite of many. The company is also completely transparent when it comes to its products’ composition, offering a complete list of ingredients it uses and the why.
If you have ever wondered if moving to a vegan and cruelty/sulfate/silicone-free line of hair products is the right move for your hair, it is time to stop wondering. DIP’s line of shampoo, conditioner, sun shield, mini dips, and accessories are a great way to give your hair what it needs… All in an eco-friendly way that won’t leave you looking “eco-friendly” at all. DIP is available online and sold in small stores & salons around the USA.