Many conventional beauty products contain up to 80% water, which is largely unnecessary.
The water content increases the product’s weight and transportation emissions. These cosmetics will also require far more preservatives. Waterless cosmetics have emerged as a solution to these issues. But they’re not without faults.
Due to a lack of potent preservatives, waterless cosmetics are prone to microbial growth. Furthermore, achieving a stable formulation that retains efficacy over time is challenging. Some waterless products are difficult to apply or spread evenly, causing user frustration. Solidu Cosmetics, a Lithuanian startup, has solved these issues through user-friendly solid cosmetics with natural preservatives and home-compostable packaging.
To better understand Solidu’s products and technology, we spoke to Vaiva Žvirblytė. This conversation is part of GreyB’s Scouted series. In this series, we spotlight innovative startups and talk to their founders about how their solutions revolutionize the industry by solving core problems. Readers get insider knowledge on the principal technologies and working principles behind pioneering startups like Bonumose, Better Juice, Axial3D, Skin Gourmet, etc., shared by the CEOs themselves! Explore all those interviews here.
Author’s Note: Solidu is just one among hundreds of brands operating in the 20 billion USD waterless cosmetics industry for 2025. Discover the top startups and cosmetic giants innovating new waterless cosmetic products in this trend report.
As more solid cosmetics brands emerge, we are collectively educating consumers, growing the category, and helping people understand why solid products are a better choice than liquid.
– Vaiva Žvirblytė
Vaiva Žvirblytė is the founder and CEO of Solidu Cosmetics. She is a Lithuanian entrepreneur with a sales, branding, and consulting background. Vaiva’s journey into solid cosmetics began after she lived in Shanghai for seven years and later traveled around Asia with just one backpack. This experience led her to discover solid shampoos, which inspired her to create Solidu Cosmetics.
Overview: Revolutionizing Personal Care with Solid Cosmetics
Solidu is a Lithuanian company founded by Vaiva that specializes in creating solid cosmetics. Their innovative products aim to reduce water usage and plastic waste in the personal care industry. Solidu offers a range of items, including shampoos, conditioners, body washes, and soon-to-be-launched face care products. The company’s mission is to provide sustainable, high-performing alternatives to traditional liquid cosmetics while maintaining a commitment to environmental responsibility.
Watch the whole conversation here.
Here are the highlights from the interview.
Highlights from the Conversation with Vaiva Žvirblytė
What makes Solidu’s products unique in the cosmetics industry?
Our products stand out because they eliminate up to 75% of the water content typically found in liquid cosmetics. This reduces water usage in production and significantly decreases the product’s volume and weight. As a result, we can fit more units on a single pallet during shipping, which leads to fewer trips and lower CO2 emissions. Additionally, our packaging is home-compostable, breaking down into soil within 45 days. This approach allows us to offer a genuinely circular solution, leaving no waste behind.
What specific challenge does Solidu solve that existing products couldn’t address?
Solidu creates truly sustainable personal care products without compromising performance. Many existing “green” products either fell short in efficacy or weren’t as eco-friendly as claimed. We’ve created solid cosmetics that perform as well as, or even better than, traditional liquid products while significantly reducing environmental impact.
What challenges did you face in developing solid cosmetics, and how did you overcome them?
One of our biggest challenges was formulating products that perform as well as or better than their liquid counterparts while eliminating water content. This required extensive research and experimentation to find the right ingredients and combinations. Another hurdle was educating consumers about solid cosmetics, as many initially mistake them for soap. We overcame this by focusing on product efficacy and encouraging people to try our products, often giving samples at markets and events. Lastly, navigating strict EU cosmetics regulations as a small startup was difficult, but we persevered and now have dedicated R&D personnel to ensure compliance.
What are Solidu’s expansion plans for the future?
We’re primarily focused on the Baltic region but gradually expanding our presence across Europe. We’ve recently launched in Poland and Denmark and have customers in Switzerland. We’ve also taken initial steps into the US market and have a distributor in Taiwan. While we’re interested in entering larger markets like China and India, we recognize the challenges and seek suitable partners to help us navigate these complex markets. Our expansion plans are closely tied to securing funding and investment, which is crucial for supporting our growth into new territories.
Discover opportunities in the waterless cosmetics space by partnering with innovative startups like Solidu. Get a customized analysis of emerging startups that fit your product goals, backed by data-driven scouting to identify key trends and disruptive technologies.
How do you protect your intellectual property, and what’s your stance on patents?
As a brand, we have trademarks for our logo, product shapes, and other distinctive features representing Solidu. This helps us maintain our unique identity in the market. While we haven’t explicitly considered patents, we focus on creating innovative formulations and designs that set us apart from competitors. Our approach is more about continuous innovation and maintaining high-quality standards rather than relying solely on patent protection.
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Meet our Interviewer –Girish Sharma, IP Consultant at GreyB
Girish is a trusted advisor to leading tech companies and law firms, offering deep expertise in patent law and technology. He is highly sought after for his skill in aligning patent strategies with business objectives, making him invaluable to firms at the forefront of technological innovation. His strategic approach to intellectual property helps clients navigate challenges and seize opportunities in today’s competitive tech environment.
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Authored By: Hemanth Shenoy, Marketing
