Our purpose
For eco-conscious consumers and virtuous brands, we facilitate consumption of sustainable personal and home care products.
Our VOW for the planet
We vow to help scale up sustainable care product consumption from a niche market to a mass market, by developing a community and a chain of offline and online outlets facilitating learning, interactions and transactions between eco-conscious consumers and virtuous brands.
Zero/low waste, recycled and eco-designed products.
Local products.
Organic/Vegan products.
Our VOW for people
We vow to help reduce inequalities in the communities in which we operate.
We will organize actions against menstrual poverty and we will donate a share of our profits to support local projects that help reduce inequalities. And of course, we will have a diverse and inclusive workforce and have an active I&D program.
Our values
ENGAGEMENT
We step into the sustainable care journey with resilience and the firm commitment to always do our best to do have a positive impact on the planet and on the people while making profit.
JOY
We are here to create and get feel good joyful moments. We are warm and joyful and wish the members of our community to feel that way at every interaction with us.
INCLUSION
We are a community in which everyone (customers, business partners, employees and shareholders) feels welcomed, included and belonging.
CURIOSITY
We are customer centric. We continuously learn from data, from mistakes, from what’s outside. We seek, welcome and act on feedback from all members of the community.
INNOVATION
We aspire to be perfect and acept we will never be. It’s ok.
We are undeterred solution orientated optimists that always want to do better next time. We dare to take risks and try something different.
Our founder
Céline Fraiture grew up in a family of entrepreneurs and obtained a dual degree of business engineer and CEMS master in International management at the Université Catholique de Louvain. She worked most of her career in the oil industry, where she found her passion for retail and customer experience while operating petrol stations.
She was slowly but surely approaching the age of 45 years old when COVID came. A good time to reflect and decide on which turn to give to the second part of her career. The conclusion was that she had felt quite ashamed of working for the oil industry from the start, and that it was time to realign her career with her personal values. She left ExxonMobil in 2021 with the objective to reorient her career towards something more sustainable.
In 2023 she followed a course in Circular economy & sustainability strategies from the university of Cambridge and fell in love with the concept of triple bottom line. Her entrepreneur DNA woke up in early 2024. First slowly, then vividly when the idea of VOW came. She is now working full time on making her VOW turn into reality.
