1500+ harmful chemicals are used in textile production. Japanese startup AIZOME has developed a dyeing method that uses only water, plants, and ultrasound, to create textiles that are not only less harmful, but even come with health benefits. But how can a small startup stand out among all the sustainability claims?

WASTECARE™ — the first skincare product that is industrial wastewater from textile dyeing. Straight from the factory, the wastewater is tested and certified according to dermatological standards. Bottled and packaged like a high-end beauty product, it was shipped out to key opinion leaders in textile, fashion, and healthcare with the goal of forming partnerships to eliminate toxic chemicals in the industry.

WASTECARE™ is a dermatologically certified skincare product. A few drops of organically grown natural stabilizers and preservatives (citric acid) were added to the original industrial wastewater to guarantee usability after shipping.

The intimate unboxing experience tells the story of AIZOME. The package is made from recycled cardboard, layered for stability and with a compact form factor, which eliminates the need for further shipping materials. Inspired by biochemical formula structure, the dot-and-line design system illustrates Japanese characters like 藍 (indigo), 流 (flow), and 拾 (cherish).

The editorial folder is split into three sections marked by the intensifying of color from unbleached white to blue — just like AIZOME’s classic indigo fabric. Each sheet uses data to illustrate Japanese plant-based dyeing and its reinvention with the development of AIZOME ULTRA™. The custom Ultra One typeface combines ultrasound frequency waves with traditional Mincho typeface, reflecting the unification of tradition and science.

Launched as a limited-edition mailer, WASTECARE™ gained over 110 million media impressions while also generating interest from consumers. Thanks to popular demand, AIZOME is in talks with skincare companies to roll out the product to the public. WASTECARE™ was sent to key opinion leaders in textile, fashion, and healthcare, which resulted in a 94% response rate, 44 new business opportunities, and 3 new investors. WASTECARE™ delivered the ultimate proof: Even our waste is good for you.

AIZOME is a Japanese-German startup, named for the millennia-old Japanese plant-based dyeing method “aizome” that made use of water and natural indigo. It was once revered for its wound-healing properties in Samurai armor. But the invention of synthetic dyes marked the decline of aizome. Today, only five aizome masters remain in Tokushima, Japan.

AIZOME reinvented this method with ultrasound to ensure that color and health benefits actually last. While textile innovations focus on solving isolated problems, AIZOME tackles the whole production and consumption process. It doesn’t just eliminate a problem but creates value as well by producing textiles that are not only less harmful but even beneficial. Skincare is an intimate product, and in contrast to waste, it is regarded as something with high value. By presenting waste as skincare, AIZOME proves that even their worst has a positive impact.