These cofounders spent four years planning the launch of their new eco-friendly brand—until the coronavirus changed everything.
Our balance continued as we moved forward into product development. I was adamant about performance. She was laser-focused on ingredients. We propped each other up and challenged each other in such a good way. We wanted the product to work on all hair types, which meant nailing a water-free formula with a customizable experience. We needed it to last you a really long time .
On March 31 we spoke to our lab about adding a protein to our shampoo. On April 1 we had a new ingredient list to print on our cartons. On April 2 the lab announced abruptly that they would be closed until further notice. That's when our NOAP world stopped turning. We realized we weren’t going to make our Earth Day launch, and there was nothing we could do.
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