The natural DIY brand just launched a line of beauty and hygiene products in powder form.
WAAM, with a moniker that’s an acronym for “we are all metis” — referring to people of mixed ethnic heritage, was created in 2016 by Ndoye. It’s a Do-it-yourself cosmetics brand, based on a multicultural approach to beauty. Ingredients are sourced sustainably from around the world and include plant-based oils and butters, floral waters, essential oils, clays and natural actives, plus tools and accessories for mixing formulas.
The wholly natural, single-ingredient products with neutral bases are certified organic and vegan. They can be used alone or mixed together, based on more than 200 recipes created by WAAM, which people can follow if they choose.The company was born online, but is now also sold in brick-and-mortar stores, including Di Beauty & Care in Belgium, and Monoprix in France.
The powder products hit the market on June 15. Their active ingredients are 100 percent natural and turn into foam on contact with water. The lineup includes toothpaste, shower powder, shampoo and face cleanser developed without water. The products come in glass and aluminum packaging that’s totally recyclable and refillable.
“It’s a real innovation for the cosmetics sector, where water represents between 60 percent and 90 percent of the product components available on the market, and which makes it possible to offer packaging that’s clearly reduced compared to that of conventional industry — thus reducing the tons of products transported,” a statement released by Arkéa Capital and Karot Capital said.
Ndoye said the fundraising will allow WAAM to continue its virtuous product development process and to accelerate the brand’s growth in France and abroad, particularly by strengthening its teams.
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