5 Insights on beauty product format innovation

By Deanna Utroske

- Last updated on GMT

Related tags Hair care 5 Insights zero-waste Shampoo

Personal care entrepreneur and zero-waste advocate Jayme Jenkins shares insights into the development and launch of Everist shampoo concentrate.

“Everist is a brand made for the eco-optimists of the world,” ​Jayme Jenkins, Co-Founder and Chief Brand Officer, tells Cosmetics Design.

“We believe that everyday beauty essentials can be clean, high-performance and zero-waste (in fact, that they should be). We want to make it easier to live more sustainably with products that feel like an upgrade, not a compromise,” ​she says.  

“We're launching with a patent-pending innovation in haircare (waterless shampoo and conditioner concentrates) but plan to expand cross-category,” ​explains Jenkins, referring to the first products from the brand that she and Co-Founder and CEO Jessica Stevenson launched at the start of the year.

Everist founders combine industry experience and consumer empathy to make a new shampoo

Jenkins has “spent over a decade in the beauty industry, leading marketing and corporate activism for some of the biggest beauty players (L’Oréal, P&G, The Body Shop),” ​she tells Cosmetics Design. But in her 5 Insights video at the top of the page, she highlights her understanding of what consumers are looking for in sustainable beauty.

“It’s easy for us to put ourselves in the position of the Everist—which is what we call our customer—because we are that customer,” ​says Jenkins. “We are looking for solutions that are environmental and sustainable and zero-waste; but also, that are high-performance and that are just a joy to use.”

“Your creativity is the limit” when it comes to new product innovation

The team at Everist found inspiration in the home care sector: “after lots of trial and error,”​ says Jenkins, “…. We saw a trend in the home cleaning industry. We saw these real cool little brands popping up, built on the insight that cleaning products for your home are mostly water; and, they’re in single use plastic bottles.”

“It’s always helpful to find inspiration from other industries and categories as we did,” ​acknowledges Jenkins in her 5 Insights video. “But it was an evolution as well. We had many different versions and ideas. And, we just kept iterating and evolving them until we got something that we were really happy with and that we really felt we would be excited to use every day.” ​To learn more about the newly launched Everist brand and product format innovation more broadly, watch the full video at the top of the page.

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