To u r i s m , C u lt u r e
and
Business
I s su e 45 • 2021
Zeto Offers
Sustainable Icelandic Hair Care New powder shampoo features bioactive seaweed extract
T
he Icelandic skin care industry has an interesting newcomer on the market. Zeto is an Icelandic, family-owned biotech/personal care company that sources wild seaweed from the pristine waters of Breiðafjörður, in West Iceland, to produce pure, bioactive seaweed extract that the company uses in its skin and hair products.
A family business
Zeto has a fascinating family story, with seaweed taking centre stage in the brand. “I’m a geographer who mastered in sustainability and I fell in love with seaweeds when I was mapping coastal habitats,” said owner, Eydís Mary Jónsdóttir. “My mother taught me to love nature and foraging, so I grew up with her making things like soaps and creams using foraged
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ingredients. My brother is a specialist in extracting proteins and other natural bioactive compounds and he has worked with seaweed for many years. When the three of us put our passions together, Zeto was born. Seaweeds are one of the most sustainable, nutrient dense organisms found on our planet, packed with bioactive, skinenriching ingredients.”
Introducing Zeto’s powder shampoo
Zeto is excited to release its powder shampoo, which is a new, innovative form of shampoo that is rehydrated at the point of use. Zeto’s Balancing Powder Shampoo is a professional quality shampoo that is scientifically formulated to balance the scalp and nourish hair follicles, laying the foundation for healthy, beautiful hair. To use it, squeeze
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Eydís Mary Jónsdóttir
