Does performance and Eco-friendliness need to be a choice?!

Our answer is: NOAP

You might think we are a plastic-free personal care company, but you would be wrong. 

We are two women from New Jersey on a mission to cure plastic-blindness by offering products that actually work with a message to gently nudge people into environmental awareness.  Burned by eco-friendly swaps over and over again, founders Kate Assaraf & Millie Rodriguez are determined to provide plastic-free options that don't feel like sacrifice.  In a world where plastic-free & alarmist marketing are the focus of every new eco-friendly brand, we are laser focused on performance.  Plastic-free is just a bonus.

Launched in April 2020, we are a self-funded, lean team of 2 nature lovers with huge ambitions & high standards. That means we can make our own rules--and our number one goal is not investor friendly:  we want you to buy less. We made products that intentionally last a long time which means less trips to the store, more time to play outside. As the pandemic is teaching us all to reevalutate what "essential" means in our lives, we are happy to start a company that protects the ethos: all you need is less.

 We also noticed that the unsung heroes of the environment are often overlooked: the endurance athletes, the swimmers, the skiers, the snowboarders, the triathletes, the trail-runners, the surfers, and yes, even the idle fire-side campers.  We are those people ourselves; and we are tired of seeing plastic on our own natural playgrounds.  It's those of us who connect to nature by going on soul searching runs in the woods or spending long days surfing with tired arms that actually bend at the waist to pick up garbage from our favorite places. 

We launched NOAP: Nurture Our Amazing Planet to celebrate them.  We started with the shower but we have deodorant and a winter face serum launching by the end of Summer 2020.

Our current product offering:

  • Our Everydayable Shampoo Bar was formulated for all hair types but with runners & athletes in mind:  it solves the problem of "should I shower or train today?".  There is zero-overwashed feeling and is packed with superhero ingredients like:  hydrolyzed quinoa protein, baobab oil, black currant seed oil, almond oil, sunflower oil & coconut oil.
  • Our Trifecta Conditioner Bar was specifically made to nourish all hair types with the intensity that salon products would with macadamia oil & kalahari melon seed oil.  We also made sure it would help soften & protect hair from damage for people who love spending long days as their inner mermaid:  after surfing in the ocean,  after dipping in the pool, or lounging in the lake all day.  
  • Our About-Face Bar is packed with Marula & Rosehip oil to soothe skin & support elasticity after a little too much sun on your face.
  • Our Puck Body Wash Bar is packed with activated charcoal and geranium oil which is known to  have antioxidant, antibacterial, anti-inflammatory, antimicrobial, and astringent properties.  It's made for people who play in the wild and might get some scrapes & bites on the way.

Our goal is to continue to launch products that solve problems for those of us who love to be outdoors.

Press coverage
"The response was so much better than we had hoped. Everyone we asked to try the product, regardless of hair type and hair histories, said it worked for them."
I Was About to Launch a New Beauty Brand When COVID-19 Hit
Allure - April 21, 2020
"I am most hopeful to change the messaging for next wave of eco-friendly products. You can't preach people into change--you have to give them a better alternative. A little humor is more fun than alarmism."
RHS Alumnus Creates Plastic Free Beauty Brand to Help Save the Planet
Randolph Township - April 22, 2020
★ ★ ★ ★ ★
"Tried NOAP and they're so good! The conditioner is especially awesome. My hair feels sooooo soft. And I was surprised how good and foamy the shampoo got!"
★ ★ ★ ★ ★
"I can 100% say I will not be going back to any other shampoo or conditioner."
★ ★ ★ ★ ★
"I say YUP to NOAP! Wow!! At first I wasn't sure what to do...lather in my hands then apply or rub the bar on my head. But once I figured it out...I'm hooked!! Literally haven't had hair this soft since my pre-1985 perm/highlight days! OMG!"
Bari J. First time user & skeptic!
CEO & Co-Founder
Kate is a long, wavy haired economist, environmentalist, and mother of 2. You can find her trail running, surfing, skateboarding, kayaking, and climbing trees. She designed NOAP to be for the outdoor athletes who take protecting their natural playgrounds seriously--and also expect their eco-friendly products to actually work!
COO & Co-Founder
Millie is a curly haired Latina world traveler who grew up in the Bronx and has a son who shares her passion for the environment. When she isn't working keeping the details all in order, you can find her running, spending endless hours in the ocean, or playing tennis. She designed NOAP to make sure the ingredients were clean and didn't mess with her strict plant-based lifestyle.
Cause Marketing
We partnered with Sussex County Women’s Forum (SCWF), a 501C (3) non-profit organization dedicated to assisting women and their families. The SCWF strives to provide early breast cancer detection services, support and resources to the women of New Jersey. We love SCWF and their mission!
Kate Assaraf
CEO & Founding Partner, 646-715-6722
After leaving art school in Savannah to pursue economics & math at Fairleigh Dickinson University in New Jersey, Kate moved to Los Angeles where she worked for the Kardashians' beauty brands, and later expanded her business capabilities into the toy industry where she managed internationally successful toy brands Cabbage Patch Kids and Disney Princess at Jakks Pacific's LA and UK offices. After moving to London for work, she moved to Paris for love, and then to Sri Lanka to surf and gain an appreciation for humble living before moving to NYC and branching out on her own. Kate has been featured in both Cosmopolitan Magazine & Allure, performed stand up at The Improv, is a mother of 2 boys, and long distance trail runner, skier, & surfer. She is both Persian & from New Jersey so she takes hair very seriously.
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