Unternehmertum im Dienste der Klimanotwendigkeit.

Solid oils and butters that turn back into liquid : a new galenic form, enabling a new, more sustainable way of consuming beauty

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Maison Toinon reinvents hair care for textured hair (wavy, curly, coily) with a genuine world-first: solid pebbles made from real oils and butters that dissolve back into a familiar creamy texture when mixed with hot water. It's not a compacted powder and not a conventional "shampoo bar", twelve cosmetic laboratories told us this reversible solid-to-liquid transformation wasn't technically possible before two years of R&D proved otherwise. Because the product ships and stores solid, it avoids carrying the water weight that liquid shampoos and conditioners normally do through every step of the supply chain, while the refillable jar system cuts into the beauty industry's massive single-use packaging problem (an estimated 120 billion packaging units produced worldwide every year). Formulas are 99% natural, free of sulfates, silicones and endocrine disruptors - safe enough for the whole family, and designed from day one around a lighter footprint rather than bolted-on sustainability.

Datum der Einreichung 27. Juli 2026 Entwicklungsort LE COUDRAY, Frankreich

Das Projekt im Überblick

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Welches Problem wird gelöst?

The beauty industry is a major, under-scrutinised environmental burden: cosmetics production consumes an estimated 78 billion litres of water a year, generates around 120 billion packaging units annually (of which barely 10–14% is genuinely recycled), and routinely relies on preservatives such as parabens that persist through wastewater treatment and act as endocrine disruptors once released into rivers. At the household level, this translates into hundreds of near-identical plastic bottles thrown away per home every year - a problem compounded, for textured-hair consumers specifically, by a chronic lack of products actually formulated for their hair type, pushing them toward frequent trial-and-error purchasing and even more waste.

Wie wird es gelöst?

Maison Toinon's products are sold as ten solid, concentrated pucks made of natural oils and butters - not water. The customer mixes them with hot water in a reusable jar, stirs for a few minutes, and the product reforms into the familiar texture of a traditional shampoo or hair mask. This reversible solid-to-liquid transformation is the result of two years of dedicated R&D and a completed patentability study. Because water is added by the customer at the point of use rather than shipped pre-mixed by the brand, the format structurally reduces the volume and weight moved through the supply chain; because the jar is reusable, only lightweight refills need to be reordered, cutting into single-use packaging at the root rather than through recycling after the fact.

Inwiefern differenziert sich diese Lösung von anderen?

A first-of-its-kind galenic form: real oils and butters, reversibly solid then liquid - not a compacted powder, not a surfactant bar. Twelve laboratories said it couldn't be done. Purpose-built for textured hair (wavy, curly, coily) - a segment representing an estimated 60% of the French population and 65–75% globally, still underserved by both mass-market and "clean" competitors. Refill-first by design: a jar meant to be kept, not replaced, directly targeting single-use packaging rather than offsetting it. Formulated safe enough for the whole family (children, pregnancy, sensitive scalps) - one product, one packaging footprint, multiple users.