Our mission is to create beauty products that are the highest quality, natural, cruelty-free, and environmentally friendly to our fellow humans throughout the world.
Our story starts with a question, why? Why now? Why here?
SOLIDU USA wouldn’t exist if we didn’t need to. But plastic is a problem that needs to be addressed—and our products can help.
The simple fact is that more than one million plastic bottles are purchased every single minute.
To say that this is an environmental crisis is an understatement, which is why SOLIDU USA is bringing the high-quality and eco-friendly products sold by our European company to conscious consumers in the United States.
Based in Utah and surrounded by the awe-inspiring Wasatch Mountain Range, we know firsthand that our environment is worth saving. While it may not seem like hair care and sustainability go hand-in-hand, they’re more connected than you think.
The global personal care industry is one of the world’s biggest consumers of plastic and when it comes to the bottles and containers that are lining our showers, they contain one main ingredient: water.
Solidu wants to do personal care a little differently. Where instead of water, our products contain natural and sustainable ingredients. Instead of mass-produced, we prioritize handmade.
But most importantly, we’re ditching the idea that we need plastic to package our products.
We wouldn’t be anything without the values that drive everything that we do—from the ingredients we source, and the artisans we work with, to the materials that go into our compostable packaging.
Here’s why we wake up and go to work everyday.
1. From Nature to You
The ingredients you’ll find in our products are as close to nature as you can get. Instead of sodium lauryl sulfate (SLS) and parabens, you’ll see things like mango seed butter and rosemary essential oil. Our products are also 100% vegetarian, and when we do use a small amount of animal products, it comes in the form of sustainably sourced silk protein and cruelty-free honey.
2. Zero Waste
More than 552 million shampoo bottles end up in landfills every year. No one likes the wash, rinse, repeat, pollute self-care routine, so we package our products in materials that are 100% compostable and totally free of plastic in paper. Give it just 45 days in your backyard compost to naturally break down—no microplastics involved.
All of our products are handcrafted in small batches by talented artisans. Individual human hands are responsible for the quality found in each of our products—not large Chinese factories! Not only is this better for the environment, but it also means products that you can feel good about.
We’re a small brand but that doesn’t mean that we aren’t committed to making a positive impact. We never test on animals (human volunteers only!) and take pride in searching for partners that do the same. Trying to encourage an industry-wide shift, we’re committed to supporting organizations like the Humane Society of the United States and PETA, who actively fight against animal testing.
5. Ethical Production
We wouldn’t be able to produce the products we’re so proud of without the support of our highly talented team. We value our SOLIDU family—which is why we pay fair wages and don’t use any harmful chemicals that could endanger our workers. We value our close-knit team where everyone feels empowered to make a difference. We’re proud to work with a women-led company, where 90% of the SOLIDU team is female!
6. Giving Back
As a conscious company, we’re committed to doing our part to protect the environment we depend on. We want to make a positive impact by using thoughtful ingredients, sustainable packaging materials, and ethical business practices that support healthy people and a healthy planet. BUT WE WANT TO DO EVEN MORE. This is why we’ve committed to donating 10% of our profit to organizations like One Tree Planted or Ocean Conservancy who share our passion for healing and preserving the environment.