From super soft tissues to luxurious face rounds, a new range of organic, reusable personal care products take aim at throw-away thinking.

Welcome to the Reusable Revolution

Husband and wife team Zac and Leah Carter are organic cotton geeks. As creators of the hugely popular Better for Babies range of reusable diapers, the Carters were already working with some of the finest, most sustainable cotton around. They realised that they were looking at a huge opportunity:

This isnt about sacrifice. Explains Leah, Parents would rave about our beautiful, soft diapers, and we realised that maybe grownups could benefit too. We wanted to create products that feel better and look better than their disposable counterparts - and that leave the world in a better state too.

Convenience through Design

The Carters are hyper-conscious of usability, as Zac explains:

If were going to ask people to reuse, weve got to make it easy, and weve got to make it better than throwing stuff away. Luckily, most people would rather wipe their nose on supersoft, organic cotton sateen than on scratchy, paper-thin wood fibers.

From the storage compartment in Better for Grownups facial tissues box, to the handy wash bag for facial rounds - the entire range has been designed with convenience and ease of use in mind.

Reversing Historical Trends

The coupleʼs journey into reusability has also awakened them to the historical trends that pushed disposability:

Since the first half of the 20th Century, Americans have been bombarded with a barrage of disposable products under the pretext of convenience and hygiene. But consumers are discovering that true quality means products that can be used over-and-over again.

Better for Farmers Too

Reuse is just one part of the equation. As pioneers of sustainable, ethical business, Better for Grownups sources its cotton from organic farmers according to the principles of fair trade, avoiding both the pesticide exposure and economic exploitation so rife in the international cotton trade.

Redefining Luxury

While Kleenex may have been the convenient, even glamorous choice in the 1930s, the Carters are confident that Better for Grownups is an idea whose time has come. With environmental consciousness at an all-time high, todayʼs consumer is looking for quality, durability and comfort. The initial product launch of tissues and cotton rounds will soon be followed by family wipes - and other products are in the pipeline:

The prevalence of cheap, disposable items means were not short of potential products. As parents, Zac and I envision a future where nothing is wasted. Hopefully Better for Grownups will play its part in creating that world.

Tagged as: Better, Carter, cotton, cotton sateen, cotton trade, facial tissues, Grownups, India PR, India PR Wire, Leah, organic farmers, pesticide exposure, Press Releases, reusable diapers, Zac