What Matters eco-designs beautiful rechargeable homecare products to change daily consumption habits

Founded in 2020 by Charlotte Catton and Franck Ladouce, What Matters is a digital native brand designing responsible homecare products. What Matters formulas are certified bio, vegan and are 100% transparent. Their patented eco-designed packaging saves up to 90% plastic vs. traditional packaging.

About 70% of the homecare industry’s waste comes from packaging. Personal and home care packaging amounts to 120 billion units every year. That includes plastic, paper, glass, and metals, all of which end up in landfills year after year. Consumption habits need to change.

What Matters covers the entire span of household needs with 65 formulas available.  All products are available as refills and can be bought through a subscription model to encourage consumers in their shift towards rechargeable habits. 

“Excellent” on Yuka and 100% Made in France.

By reducing waste and promoting consumption shifts, What Matters falls into Citizen Capital’s “Environmental Transitions” impact thesis.

  • Entrepreneurs: Charlotte Catton and Franck Ladouce
  • Founded: 2020
  • Partnered: 2022
  • HQ: Paris, France

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