As an environmental activist, Beauty Boss, Pooja Ganesan, wanted to reduce the amount of waste in her self-care routine. She started Booni Doon, with a mission to create effective, innovative skincare products that are kind to our skin, our oceans, and the Earth. Read on more to find out about her story and brand:
Can you tell us a bit more about yourself and why you started Booni Doon?
I’m the founder of Booni Doon, a zero-waste skincare brand based in New York City. Inspired by environmental activism, I wanted to change my personal consumption habits and reduce the amount of waste that came along with my self-care routine. I began switching to more sustainable products but was frustrated that many ‘natural’ products I tried weren’t scientifically developed or didn’t incorporate advancements in formulation technology. I didn’t want to disregard science and innovation in skincare just to reduce my environmental impact and struggling to find such an alternative is what ultimately led to Booni Doon. I left my career in finance and started Booni Doon in 2020 with the mission to create effective, innovative skincare products that are kind to your skin, our oceans, and the Earth.
Can you tell us a bit more about the capsules?
Booni doon’s first product is our CALM cleansing capsules. The goal was to create a cleanser that had a minimal impact on the environment but did not reduce its efficacy or affect the consumer experience. The result is a facial cleansing powder, which is held in a tapioca starch-derived capsule. Upon adding a few drops of water, our cleansing powder transforms into a gentle foam and the capsule shell simply dissolves when you drop it on the bottom of your sink or shower. This single-use capsule delivery system and water-free formulation: 1) ensures ingredient potency; 2) eliminates the need for harmful preservatives, and 3) limits product waste.
Why is it so important for companies to accept full responsibility for the entire life cycle of their beauty products?
It’s estimated that only 100 companies are responsible for almost 70% of global greenhouse gas emissions. What does it mean if companies accepted full responsibility for the entire life cycle of their products? It means consumers no longer need to bear the burden of seeking environmentally friendly products and the accountability rests with the company, where sustainable decisions actually have more of an impact.
The concept of ‘Extended Producer Responsibility’ influences every one of my decisions as CEO of Booni Doon and our focus on sustainability is not limited to our product itself. All Booni Doon orders, whether purchased on our website or through a retail partner, are always shipped carbon neutral, all our products are cruelty-free and vegan, and we also provide a circular refill program for return customers.
What does it mean to be a #beautyboss?
I think being a #beautyboss means having a vision and following through on it. Building Booni Doon during a global pandemic was challenging, but having a clear vision for what I wanted the brand to stand for and our products to look like kept me from cutting corners or compromising on our sustainability values. It’s definitely more difficult, but I think that is what makes a #beautyboss.
