Seed Phytonutrients Founder Shane Wolf Is Eliminating Plastic One Shampoo Bottle at a Time

Photo by Aliza Eliazorv

Photo by Aliza Eliazorv

When it comes to hair and skin care, Shane Wolf—Founder of Seed Phytonutrients—doesn’t mess around. Launched on Earth Day in 2018, the Doylestown, PA-based brand prides itself on sustainable and natural ingredients that lead to a positive impact in the environment. Here, Wolf talks his journey, and what we can expect from the brand.

What was the inspiration behind Seed Phytonutrients?

Seed Phytonutrients came to fruition due to a culmination of partners dedicated to creating a harmonious environment of beauty, agriculture and sustainable business. A disruptive and innovative brand, Seed Phytonutrients aims to radically shift what is identified as and considered sustainable and natural, as well as begin an important conversation on the beauty industry’s impact on the environment, agriculture, and consumers’ well-being.

What is the brand’s main mission?

Our mission is to plant the seeds of health, well-being, and sustainability for future generations. To protect seeds from over-commercialization, we partner with independent American organic farmers to harness the power of local seed varieties—using their extracts to create our line of elevated natural products. The brand is also committed to an agenda of environmental sustainability, bringing to market the first shower-friendly paper bottles made from 100% recycled packaging.

Do you have a favorite product?

I love all our products or course, but within hair care, I love the Daily Hair Cleanser.  It smells amazing, is highly clean and natural…and it really works! For skincare, our Superseeds Serum leaves my skin glowing every morning, and I am absolutely obsessed with our lip balm—and trust me, I have tried them all!

What is your thought process behind creating these?

Performance cannot be a compromise and fortunately, it does not need to be. Perfecting the lather and the aroma of our formulas was a wildly exciting process that we embarked upon with a specialist in the making of natural products. Watching the testimonials come in on our Instagram feed from people we who have been testing for us and helping us to develop is just about the most fulfilling experience ever!

So, what’s next?

2019 is an exciting year for us! We are going into distribution at some large retailers including Sephora, which is a dream for our small start-up team, so we are focused on ensuring we deliver results to our retail partners. Additionally, we will maintain focus on our mission and our obsessions through pushing ourselves to go even further on leading sustainability, ensuring we continue to support independent organic farmers while preserving seed diversity, and co-creating high performance yet sustainably clean innovations with our tribes and community.

What change do you hope to make in the world with your company?

Sustainable beauty is the future of beauty. As an industry, we have to take responsibility for the well-being of the planet. We are devastated by the amount of plastic that ends up in our oceans and landfills. All of the videos and photos with plastic floating in our oceans are just devastating. Did you know that by 2050 there will be more plastic in the oceans than fish?! We must do something about this as an industry.

Each person in the US creates 4.4 pounds of solid waste each day, of which 30 percent is attributed to packaging. In a given year, this equates to roughly 133 pounds of packaging waste—a statistic we wanted to alter. To challenge the beauty industry’s waste practices and plastic usage, Seed Phytonutrients on-boarded Ecologic Brands, extraordinary pioneers in sustainable packaging who know that paper is far more likely to be recycled than plastic. Paper is more than 90% likely to be recycled, while less than a 10% of plastic is actually being recycled. That is a huge difference, so our objective is to reduce the amount of plastic in the world—any move away from plastic and towards paper is a move in the right direction for our planet!