Unlike traditional haircare brand, all of Small Wonder’s products are formulated with a powder-to-lather consistency that’s activated by water — an innovative texture not widely used yet, as most consumers and hair professionals are used to the usual liquid formula. The Chicago-based waterless haircare brand was born because its co-founders, Stephanie Farsht and Paul Earle, were both frustrated with the waste that plagues the haircare industry. So, to address this issue, they decided to create a brand that only carries powder products such as their Signature Shampoo and Conditioner.
As many of us are still new to this innovative formula, The Tease connected with Farsht to better understand the benefits behind the brand’s powder-to-paste consistency. Keep scrolling for her insights.
The Tease: Tell us a little bit about Small Wonder.
Stephanie Farsht: We are a Chicago based company. We manufacture in the United States. Our tiny team is on a mission to create the first luxe, professional grade hair care brand that reduces waste! Tiny, mighty, and beautiful.
The Tease: Why did the brand decide to launch haircare products with a powder formula instead of liquid?
Stephanie Farsht: Paul Earle and I hated buying products that are mostly made with water and shipped in single-use plastic, but we didn’t want to compromise the brand being professional-grade and luxe. It wasn’t long before the idea for the waterless brand Small Wonder was born. After all, shampoo is over 70% and these large plastic bottles were being shipped to everyone’s showers!
The Tease: What are the benefits of powder formula?
Stephanie Farsht: Powder is a form factor that keeps active ingredients fresh and potent. Many of our active ingredients degrade when exposed to water and air (such as Vitamin C in our Magic Serum). Our powder-to-lather formulas keep these active ingredients in their best form until you are ready to activate each day. No unnecessary filers, no additional preservatives and no water. Additionally, powder is light and easy to ship, enabling us to pack a ton of product into small bottles with paper based refills that compost in your backyard. Finally, the days of traveling with watery goop that spills in your suitcase are gone.
The Tease: Can you share a little bit about the process of creating a powder shampoo and conditioner?
Stephanie Farsht: After years of research and development and over 55 prototypes, we created a formula that is luxurious, salon grade and performs better than the liquid alternative. We have a team of experts that have developed top brands for decades.
The Tease: Do you think we might see an increase in powder products?
Stephanie Farsht: Absolutely. This macro trend is just the beginning as we are seeing concentrates in every category, even in food categories such as chicken broth concentrates in glass jars!
For all things Small Wonder, be sure to follow @smallwonder.world on Instagram.
