21. Disruptor London

Company: Disruptor London

Founders: Sira Dheshan Naidu and Juan Jose Jimenez Anca

Website: https://disruptor.london/uk


Disruptor London


About Disruptor London


Established in 2021, Disruptor London emerged from a deep disillusionment with the beauty industry’s penchant for excess. Our mission was clear: to redefine beauty with sustainability and ethics as our guiding lights. With unwavering determination, we reimagined traditional liquid shampoo through the lens of circularity and developed innovative solid bars designed to minimise environmental harm while maximising value for consumers.

At the core of Disruptor London’s pioneering approach lies our proprietary design and development of gender-neutral, plant-based, vegan, and cruelty-free multitasking solid bars. We meticulously select certified natural, organic, and up-cycled ingredients, seamlessly integrating shampoo, conditioner, cleanser, and shave functions. These bars not only offer unparalleled efficacy but also significantly reduce environmental impact. Aligned with UN Sustainable Development Goal #12 (Responsible Consumption and production), we champion the minimalist movement, ensuring exceptional results while actively curbing waste.

To embody our commitment to sustainability, we embrace a lean manufacturing model, producing products in small, efficient batches at our London studio. This approach not only reduces our carbon footprint but also cuts out unnecessary intermediaries, forging a direct connection between production and end-users. Leveraging Sira’s extensive industry experience, we fearlessly challenge wasteful practices, envisioning personal care through a lens of inherent sustainability.

Beyond our product line, Disruptor London stands as a beacon of environmental activism. We forge partnerships with organisations like ‘CleanHub’ to support ocean plastic retrieval initiatives in Indonesia. Additionally, 1% of our sales are dedicated to ‘1% for the Planet,’ amplifying our dedication to the global ecosystem. With each purchase, customers join our movement, affirming that every step towards sustainability matters.

Disruptor London boldly confronts the beauty industry’s addiction to excess, championing the ethos of less to combat detrimental practices. We unequivocally reject the notion that success hinges on excess, embracing instead the elegant simplicity of reducing plastic, water waste, and packaging.

Through our dedication to simplicity and sustainability, we rewrite the norms of beauty. We firmly believe that less is more, not only in product efficacy but also in environmental impact. By disrupting the prevailing paradigm of excess, we lead towards a future where personal well-being and planetary health take centre stage.

Incorporating Environmental, Social, and Governance (ESG) and Corporate Social Responsibility (CSR) principles alongside circular design methodologies is embedded in the very fabric of our brand. By structuring our business model with these principles, we not only create value for consumers but also significantly reduce our environmental impact. This strategic focus not only ensures our long-term sustainability but also positions us as trailblazers in the beauty industry’s transition to responsible practices.



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