CLARITY-The Soap Cọ announces the launch of BECỌ


BECỌ has secured listings in 600 Waitrose and Sainsbury’s outlets UK-wide and is in store now – with selected Co-op stores following in late summer.

There has never been more demand for products which are better for society, better for the environment, and are just better for the people who buy them. BECỌ ticks all three boxes, meaning more consumers than ever before will be able to purchase without compromise. BECỌ hits supermarket shelves across the UK from July onwards. Just think: If every household in the UK used BECỌ in their bathrooms, BECỌ would create nearly 45,000 new jobs for people with disabilities.

CLARITY-The Soap Cọ, the charity behind BECỌ creates over 10,000 days of employment every year for its staff – 80% of whom are visually impaired, disabled or disadvantaged. Its ambition, with the launch of this feel good and playful brand, is to generate 2,000 days of employment in 2018, enabling ever more people to have a positive impact on the world around them through their consumer choices.

The new BECỌ products consist of a 250ml vegan, eco-foaming hand wash which saves 88 litres of water per bottle compared to liquid hand wash; and a 97% organic, vegan, 100g triple-milled bar soap in three planet-friendly and eco-certified fragrances: Honey Blossom, Spring Meadow and Wild Berries. The eco benefits go far beyond this. Each bottle of foaming hand wash lasts 2.5 times longer than a liquid hand wash, meaning less plastic waste. The organic bar soap is also made with ingredients that have not been produced with herbicides, chemical fertilizers, or pesticides.

Every product bears the names of three different team members involved in BECỌ’s creation – from product development through to customer services. Like Abhi, whose name appears on the Wild Berries foaming hand wash. Blind at the age of 14 following an accident, he manually feeds BECỌ bottles onto the production line, ensuring there are no dents or scratches on its surface. Or Nic in the customer services team, who has learning difficulties and Noonan Syndrome. He says: “I’m thrilled to be recognised and to show that I don’t have to hide myself and my disability.”

Camilla Marcus-Dew, co-founder of The Soap Cọ, said: “BECỌ stands for Better Considered, and is a movement that puts meaningful change for disabled and disadvantaged people in the hands of everyday shoppers. It’s a bold new idea that will appeal to those who want more transparency, sustainability and great design from the products they buy. Through the launch of The Soap Cọ we learnt a lot about introducing an ethical heart to the world of premium body and bath products – and have left no stone unturned in setting a whole new standard in eco and sustainability credentials for supermarket shoppers.

“Every single sale provides real work and training for visually impaired, disabled or disadvantaged staff at our semi-automated factory in East London. We launched BECỌ to empower people across the UK to not just challenge the status quo but to change it for the better.”