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Superzero

A haircare and body care brand offering high-performance, zero-waste products made with clinically-proven ingredients.

  • Female-Founded
  • Clean Ingredients
  • Sustainable Practices
  • Ethical Production
  • Giving Back
FOUNDER Conny Wittke
HEADQUARTERS New York, NY
Superzero

Behind the Brand

Superzero was founded in 2020 by Dr. Conny Wittke, a beauty industry veteran and former CEO of beauty company Tweezerman, and Gurval Caer, an experienced entrepreneur in digital marketing. Conny always had a passion for creating highly effective products with a positive impact on the environment. Leaving her successful corporate career behind and putting it all on the line for a mission she so deeply believes in, she founded superzero to pursue her goals of bettering the planet and unmasking some of the more harmful practices in the beauty industry while creating plastic-free products that beat bottled liquids also in performance and hair results. Conny knew that bottled hair products contain mostly water, requiring larger packaging and emitting more plastic pollution, and thereby making beauty the third largest plastic-polluting industry. With her decades of experience in the industry, she set out to tackle this colossal issue with science based products that are packed with clinically proven results for superior hair performance.

To develop her shampoo and conditioner bars, Conny enlisted the help of a cosmetic chemist who previously owned a hair clinic. They worked alongside various ingredient manufacturers to select high-performance, plant-based ingredients that had low environmental footprints and contained zero micro plastics. Because the majority of manufacturing processes in the industry were optimized for water-based formulations, it took over two years and setting up superzero’s own manufacturing to achieve the desired results. superzero’s bars are certified microplastic-free, vegan, cruelty-free, and have a 80 to 90% lower carbon footprint than comparable liquids and superzero offsets the remaining footprint of its shampoo bars by supporting global wind farm products as well as the removal of plastic from the oceans.

Meet the Maker

What has been your most unforgettable moment (good or bad) while building your company? - +

In entrepreneurship, every day is unpredictable and many days are unforgettable. What is hard to foresee before going on the entrepreneurial journey are the incredible highs and lows that it brings with it. The glorious moments when you get a formula just right or changed the hair journey of a customer on the one side, and the lows when you are facing supply chain issues, ingredient cost pressure, or a few harsh customer complaints for things that are completely outside of your control (like USPS).

What is your favorite thing to do in your free time? - +

Free time? Honestly, there isn’t much of that which is okay because I passionately love what I do and our mission of proving that true beauty does no harm. But I do have 2 wonderful, amazing children and a very supportive husband who I love to spend time with. We are also travel and outdoor enthusiast and love hiking, paddle boarding, and exploring nature and the outdoors.

What is an essential part of your daily routine? - +

My to do list (: I start every day by reviewing it and am re-arranging and re-planning things constantly. Even then, the list is usually longer at the end of the day than it was at the beginning of the day since there are always more things added than what can be crossed off. But I could not do it without it and am a confessing to-do-list-oholic.

What is your biggest pet peeve? - +

My biggest pet peeve is greenwashing in this industry. There is so much of it and so many brands greenwash their way into claiming sustainability. Truthful sustainability is a story of depth and detail ‚Äď you have to look at every aspect of your product and business from your ingredients to your packaging to your shipping volume/weight to the energy you use in manufacturing to the end of life of your products to your overall carbon footprint, etc. We go very deep here and have rigorous standards and keenly tap into bio-designed ingredient innovation to beat others on performance - all while many others just pick one element or a part thereof while falling seriously short in other areas that matter, yet still shouting out sustainability. Carbon or climate neutrality is a good example. It means that you offset the carbon emissions that you already caused but doesn‚Äôt contribute anything to emission reduction and also doesn‚Äôt say anything about other effects of your brand and products on the environment, such as the pollution and the amount of plastic you cause that all ends up somewhere, or your contribution to microplastic. Thus, climate neutrality alone should not be the core of your sustainability story but when you are truthful it should just be the last piece of a much bigger puzzle ‚Äď yet you see more and more brands make this a core of their strategy while masking other practices. Another example is the use of bioplastic and touting it to consumers as very sustainable. While it is great to use renewable resources, it is still plastic, usually mixed with petro based plastic (which is allowed when using the word bioplastic and usually necessary to create a functioning bottle), causes similar emissions and resource depletion in its production, and the same or worse end-of-life issues since it isn‚Äôt recyclable in commonly available recycle streams and still causes microplastics. I am very passionate about the great progress in material science that is happening as we speak and a believer in the power of science to drive progress ‚Äď yet all approaches to sustainability should be transparent and truthful. They require a lot depth and detail and transparency ‚Äď it‚Äôs the only way to make an impact. While I greatly enjoy depth and detail, it‚Äôs not the easiest to communicate since it takes time and longer-form education.

What is one thing most people don’t know about you? - +

Maybe that while I’m a business and CPG person, I have the heart and problem solving obsession of a scientist and engineer (I grew up in an engineering-dominated environment and family). That is why I’m so obsessed about perfecting our formulations, ingredient science and PROOF, and going into minute detail when it comes to sustainability.

What do you want to be remembered for? - +

A friend of mine who has been active in sustainability for a long time and working so hard on so many great projects once said to me when she was frustrated about a lack of progress that she would have her gravestone say ‚ÄúAt least she tried‚ÄĚ. I hope that won‚Äôt be all (: and that our team and I will be remembered for delivering truly superior products that people desire and prefer on their performance merit because that is the secret to scale and impact. We are about products that are better all around and we would NEVER ask customers to compromise between performance and sustainability. As the breadwinner in our family, I put my career and the financial future of our family on the line for superzero‚Äôs mission to help people shine bright while treading light and I hope I will be remembered for that being not only a courageous but also the right and an impactful decision.

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