It is often said that big things have small beginnings. This is definitely true of Effa, founded in 2018 by Ukrainians Ilya and Dasha Kichuk with the ambition of revolutionizing humanity’s approach to personal hygiene rituals and address global plastic pollution in the process. Starting with a toothbrush and razor. Made from paper.
“As a first step, we’re concentrating on brushing teeth and shaving. We’ve found a way to make the main elements of a toothbrush and a razor from paper, and the non-paper bits, like the bristles on the brush and the razor part of the razor, more easily recyclable,” says Dasha Kichuk, co-founder with her husband Ilya of Effa and the company’s CEO. “It takes 500 years for a plastic toothbrush to disintegrate and there are billions out there. The situation is not much better with disposable razors. We felt it was high time something was done about it.”