Whilst working in the Pharmaceutical Research & Development sector founder, Ellie became interested in the composition of everyday cosmetics. She was particularly drawn to the ingredients and excessive packaging of toothpaste. Commercial toothpaste often contains potentially harmful ingredients to give it the toothpaste its look, taste and feel. Naked Company was founded with the mission to remove unnecessary chemicals and reduce packaging waste from bathroom and dental care products. They have created a range of products that are highly effective without any harmful ingredients and minimal plastic waste to help you with your zero-waste journey.