RETHINK SKIN CLEANSING
RETHINK SKIN CLEANSING
The Challenge
Founded in 2016, Waschies® sought a unified brand voice to reflect their mission: sustainable self-care for every body and every day.
Expanding from their roots in Bavaria to the UK, they approached me to achieve a bilingual, yet unified brand voice rebrand.
The Approach
Tasked with a digital-first refresh, I partnered with their team to bring clarity, emotion and scientific credibility to every touchpoint.
In a fully remote collaborative setting, we transformed the brand tone and elevated their e-commerce platform into a modern, immersive experience.
Product Detail Pages:
Revamp
We started the rebrand by transforming all PDPs from the ground up to enable shoppers to navigate product copy intuitively while learning about the benefits of Waschies® bespoke fibres.
PDP Breakdown:
Care Instructions that speak to people and clearly explain product use for best performance.
Optional product benefit deep dive to educate consumers & reinforce brand trust.
Fibre Science
To spotlight the unique composition and performance of the bespoke fibre blends, I created blog articles that explained how advanced material selection and textile engineering underpin Waschies® product range.
By translating technical details into accessible, benefit-driven storytelling, I helped visitors grasp the science and sustainability that lies at the heart of every Waschies® creation.
Explaining OEKO‑TEX®
I then created clear, informative copy for Waschies®’ OEKO-TEX® certification page by breaking down technical standards and eco-friendly benefits in plain language to help customers quickly understand the safety and credibility behind the brand:
You can read the full blog articles here:
Creating A Compelling
Founder Story
Moreover, I helped elevate Waschies® origins by telling their brand story in an engaging, authentic voice that highlights their mission, values, and unique approach to fibre science:
Our Origins
Waschies® was founded in 2017 by Carolin Schuberth, a visionary German entrepreneur and mother of two girls. Concerned about the skin irritation caused by disposable baby wipes during her daughters’ daily cleansing routines, Carolin was determined to find a better and more eco-friendly alternative of skin cleansing. When her daughters were diagnosed with dermatitis and their dermatologist recommended a water-only cleanse, it sparked a mission: to create a gentle, sustainable cleansing solution suitable for all skin types, especially the most sensitive.
Our Background
Inspired by the challenges of motherhood and driven by a passion for sustainability, Carolin tapped into her family’s textile roots and immersed herself in the science of fibres. Carolin discovered that many fibres become abrasive after washing and can trigger allergic reactions and skin sensitivities. That’s when she started working with a small weaving mill in a neighbouring village near her hometown of Kulmbach, Bavaria, in Germany. She began developing a fibre blend that would change the way we cleanse.
