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Clean Beauty Spotlight: PAUME

by Jessika Noda |

Welcome to the first #cleanbeautyspotlight of our Summer 2021 box! We are so excited to introduce you to Amy, Founder of PAUME the sustainable, luxury hand sanitizer brand created with plant based ingredients and recyclable packaging. 

Learn more about Amy's story on what inspired PAUME and her amazing sustainability practices.


What values do you have that you believe you carried into your brand and company? 

I have always been a conscious shopper and sustainability is top of mind. When I launched PAUME I knew my products had to be thoughtful when it came to packaging and formulation. I was determined to use previously recycled materials where possible, offer refill solutions, and use ingredients that are plant based, biodegradable and good for your skin. 

What inspired PAUME? 

When I became a mother for the first time in 2019, my awareness of hand hygiene was at an all time high, and I began to use sanitizer more throughout my day. I had some in my stroller, diaper bag, in my hallway for guests, and on my change table! I soon began to notice that all sanitizers at the time were harsh on the skin, smelled terrible and weren’t packaged very elegantly or sustainably. It was that frustration that inspired the idea for PAUME. The word PAUME (pronounced PALM or POM) means palm of the hand in French. I love the way it rolls off the tongue and how it looks in a logo.

Your branding is absolutely gorgeous. What prompted this design and branding for you?

From the outset, my goal was to turn a utilitarian product into a luxury. I wanted the travel bottle to be something you would be proud to carry in your purse, use in public and share with friends. I also wanted the bottle to look completely different than any other sanitizer bottle on the market - hence the twist nozzle! For the in home dispenser, it needed to be functional, elegant and minimalist enough to blend in any space - whether it be an office, living room or bathroom. Overall I wanted the brand to have an organic, warm and inviting feeling, which inspired our warm and earthy colour palette. Hand Sanitizer is typically such a sterile product and I wanted to bring some humanity and beauty to it. Afterall, our hands are so important! We use them to communicate, share and express ourselves, so why not give them the care they deserve?


We love your sustainability focused packaging and initiatives - can you tell us more about them?


From the outset, we have tried to be thoughtful about all of our packaging and formula decisions. It’s hard to be perfect, but small thoughtful steps can have a big impact. We try to use previously recycled plastic as much as we can, we encourage our customers to refill and reuse our dispensers, and all of our external packaging and shipping elements are either biodegradable or recyclable. Recognizing that we do use plastic in our packaging, we partnered with rePurpose Global, who helped us to calculate our plastic footprint, and achieve our Plastic Neutral Certification. A percentage of each sale goes towards funding rePurpose Global to remove and recover as much plastic waste from the environment as we put into it. Each product we sell now carries a Net Zero Plastic Footprint, which is very exciting!

What’s your favorite part of creating your products? 

There are so many aspects of product creation that I love. Packaging design and design in general are big passions of mine, but I have also really loved the process of developing formulas with my lab partners. We are currently working on some new products that are really exciting and innovative, and the testing and development of the formulas is so much fun!

What has been your most exciting moment with PAUME so far? 

Every entrepreneur understands that launching a brand is a roller coaster, and there are so many highs and so many lows. Knowing this, I’m so appreciative of the highs and really try to savour them, no matter how small. On a larger scale, landing some of our incredible retail partners has been really exciting, and seeing the press really embrace and feature PAUME. But honestly, the best moments for me are reading our customer reviews. A positive review can make my day and bring me so much joy, as that’s really what it’s all about - making products that make people happy!

What was your biggest hurdle in creating PAUME?

Launching a brand during the pandemic presented us with tons of challenges. We were not only faced with global supply chain delays, but we even had to make last minute changes to our packaging to satisfy Health Canada as they were constantly updating their sanitizer packaging rules. I was always waiting for the next bomb to drop! Luckily, we were able to face the challenges and overcome them, but there were lots of difficult days leading up to launch. 

What advice would you give people interested in starting their own skincare or beauty business?

It’s incredibly crowded out there, and it’s important to really distinguish yourself through your product but also through your brand story. Brand is so so so important. Beyond packaging and fonts and logos - you need to connect with people through your story. At PAUME we talk about hand care as self care. Our hands are so important and especially during a year where a lot of us have felt isolated and disconnected, keeping our hands protected and nourished is more important than ever, so we are able to connect with our loved ones and communities. I think this message has really resonated with people. Now more than ever, we want to connect with brands and use products that make us feel good. 

What is your favorite beauty ritual that leaves you looking and feeling naturally beautiful?

I’m a total skincare junky. I have a morning and evening routine that involves lots of layers, and as I don’t wear a lot of makeup, I’m always trying to achieve the best natural “glow” I can get (some days are harder than others!). That usually involves a good vitamin C serum and SPF during the day, and either a Glycolic peel or moisturizing oil at night. My instagram feed is inundated with skincare brands, so I’m constantly trying new products! I’m also meeting fellow founders in the beauty space all the time, so I always want to support them. I have quite the collection,

What’s coming up next for PAUME?

We have a few new products in the pipeline that I’m very excited about. The brand is going to go beyond sanitizer and into hand care - creams, wipes and soaps - all with a focus on plant based ingredients, our signature scent and of course, refillable and sustainable packaging. 

We’re featuring PAUME's Hand Gel Travel Bottle in our Summer box. What prompted the creation of this product?

This design for the travel bottle was something I dreamt of...literally. I wanted our bottle to look completely different from any hand sanitizer out there - chic, easy to use and refillable. It houses 90ml of our seriously indulgent sanitizer, and I can’t wait for your community to try it in your summer box! A note to all of those who try it: don’t forget to keep the bottle when it’s empty and stock up on our refill bag here :)

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