Kate AssarafThis is the real, raw backstory to a problem that ended up in your mailboxes and some of you were too polite to say because you are awesome and wanted to support our brand. View Post
The formula I created lead the very first NOAP TikTok to accumulate 1.3 million viewers and 15 thousand followers within a 24 hour period. This was able to translate into a sales day almost triple in comparison with the week prior and 900 new Instagram followers as well.View Post
We want to make the shampoo for runners & make the best conditioner bar for surfers...and while we're at it we also want them to last a really long time because we want people to learn to buy less.
If this is confusing to you, we understand. We are business owners, but we are trying to solve plastic blindness first. We are trying to change the way you shop, by creating performance products that encourage you to change your mindset and shop less...and just happen to be plastic free.View Post
In this case, I hadn't seen Allee Sprung's face since she was a child, and it was so cool to reconnect with her 20 years later, both as adults as we talked about NOAP, the pandemic, being theater kids, a little bit about spirituality--and why Millie and I were on a mission to make the best conditioner bar we could to change the plastic free game.
Please check out her podcast! I feel extremely lucky and honored to be part of her show!View Post
And beyond our mission to reduce waste, we wanted to create the best conditioner bar for ALL hair types. Personally, I needed to know that some little girl out there with curly or textured hair, could use just this product (followed with nothing else!) and feel seen, feel catered to, and most importantly, feel beautiful.
That’s why we tested NOAP on an exhaustive range of hair types and textures, iterating on the formula until we could guarantee that it would make everyone’s hair healthy and happy.View Post
Kate AssarafPart of our marketing plan was to pitch to hotels--and if NOAP was offered in a hotel room as an amenity, I wanted Black women to feel like it wasn’t for a different “type” of guest. That was a big part of the ethos of the company we built. I saw from traveling with her that her mixed hair type is underserved and underrepresented literally everywhere--and that tiny plastic hotel bottle of conditioner was just another reminder of how she wasn’t included. Becky’s hair requires 5x the conditioner mine does to moisturize her hair so we tried to make the best conditioner bar possible to solve that problem for her—and relieve that awkwardness & shame of asking for 4 more tiny plastic bottles at the front desk. View Post