Founder Daniel Moll started EarthSuds after a family vacation, when he wandered onto a beach expecting pristine sand and instead found it littered with plastic shampoo and amenity bottles. Digging into the problem, he learned that hundreds of millions of shampoo bottles are landfilled each year, that liquid shampoo is mostly water (making it heavy and carbon-intensive to ship), and that most bottles can't actually be recycled due to leftover liquid contamination, eventually breaking down into microplastics found in food, water, and even our bodies.

Determined to act, Daniel teamed up with university classmates and ran thousands of experiments, moving from backyard tinkering to a university lab, before landing on solid shampoo, conditioner, and body wash tablets. The solution earned recognition from National Geographic as one of the top 10 inventions fighting plastic waste and named EarthSuds one of Canada's top 20 upcoming startups. Now based in and manufacturing out of Toronto, the company continues working toward its vision of building the world's best sustainable personal care brand, one tablet at a time.