Our Story: A Canadian Made Body Wash

From Ontario economist to West Coast founder, Shane’s journey to create a Canadian Made Body Wash was shaped by nature, sustainability, and innovation. This is the story of discovering a problem, joining Project Zero, perfecting a formula, finding true compostable packaging, launching Sustain, and building an impact-driven brand.

While working in Ottawa as an economist, Shane had a career focused on numbers, markets, and forecasts. The work was steady and analytical, but it left him searching for something more connected to nature. That search eventually drew him west to British Columbia, where mountains rise out of the ocean and nature is ingrained in everyday life.

Traveling through the province, surrounded by mountains, forests and rivers, he began to rethink his own choices and impact on the planet. He eventually landed in Victoria and quickly discovered a new love: the ocean. The connection to both mountains and sea sparked a deeper awareness of how everyday habits,  even something as simple as a shower, could leave behind unnecessary waste.

Motivated to minimize his footprint, Shane began exploring more plastic free and natural products that could support a sustainable lifestyle. Those early experiments planted the seeds of what would become Sustain: a Canadian Made Body Wash designed to bring effectiveness, sustainability, and integrity together. More than just soap, this Canadian Made Body Wash reflects the landscapes that inspired it and the values that drove Shane to create something different.

As Shane settled into life on the West Coast, he became more intentional about cutting down on plastic waste. He started looking at the areas that added up the quickest, everyday purchases made on repeat. Groceries, toiletries, household items — all of them seemed to come packaged in layers of plastic. Some changes were easy, but when he turned to the bathroom, he noticed a glaring gap.

While sustainable options existed in some categories, the personal care aisle was still dominated by plastic bottles. Even worse, most alternatives were designed with women in mind, leaving very few solutions that spoke to men. When Shane looked specifically for body wash, he found almost nothing that matched his values. The shelves were filled with cheap, mass-produced products aimed at teenagers, not something he wanted to bring into his own routine.

That realization became the spark for Sustain. Shane began floating the idea of a Canadian Made Body Wash to friends, and the response was overwhelmingly positive. To test the concept, he built a simple website and within weeks, hundreds of subscribers had signed up, eager to try a premium, eco-conscious alternative. It was proof that a Canadian Made Body Wash could fill a real need.

When Shane discovered Project Zero’s, he saw the perfect support to take his idea further. Project Zero is a free, eight-month incubator that supports founders in the circular economy, offering workshops, mentorship, and access to a network of sustainability leaders.

Sustain’s mission aligned perfectly with Project Zero’s vision. The idea of a Canadian Made Body Wash that reduced plastic waste and rethought packaging fit squarely into the circular economy model. With the support of a dedicated business coach, Shane refined his business plan, explored sustainable supply chains, and learned how to communicate the value of a refill-based model.

The program culminated in a pitch event where Sustain competed against other ventures. Shane’s story of creating a Canadian made body wash that challenged industry norms resonated strongly with the judges. Sustain went on to win the event, earning recognition and validation for its mission. That victory also led to coverage from several media outlets, further amplifying the brand’s message and bringing attention to the problem of plastic waste in personal care.

Project Zero helped transform Sustain from an idea into a venture with momentum and put a spotlight on the potential of a Canadian Made Body Wash to change habits nationwide.

Creating a Canadian Made Body Wash that was eco-conscious yet premium meant balancing performance, safety, and sustainability. To do that, Shane began working closely with a professional formulator, collaborating over months to refine every detail.

The process was far from simple. A long list of 'nice to haves' were put into challenge. Iteration after iteration was tested, with adjustments made to balance lather, texture, and ingredient benefits. Each round brought new lessons about what it would take to create a Canadian made body wash that felt luxurious but remained plant-based and low waste. One shipment of samples even arrived in a glass jar, which broke in transit — a reminder of how important packaging choices would be for both durability and sustainability.

Through persistence, the formula gradually came together. Ingredients like coconut-derived cleansers, oat, and aloe powders were chosen to soothe the skin while maintaining a rich, satisfying wash. By the end, Shane and his formulator had developed a formula that could be made here in Victoria and that was as effective as conventional options but aligned with the values of sustainability and craftsmanship that defined Sustain.

While the formula was being perfected, Shane faced another challenge: packaging. If Sustain was going to live up to its promise as a truly sustainable and Canadian made body wash, the packaging had to be just as innovative as the product itself. At first, the options on the market seemed promising, many companies promoted “biodegradable” materials. But when Shane looked closer, he discovered that most of these broke down into harmful microplastics, adding to the very problem he was trying to solve.

Determined to do better, he spent months speaking with suppliers across Canada and beyond. Dozens of conversations revealed just how difficult it was to find packaging that could meet every requirement: strong enough to hold up in transit, safe for customers to use daily, and compatible with composting or recycling options. After extensive testing, Sustain landed on a solution, packaging that was certified home compostable, industrial compostable, or fully recyclable, ensuring the Canadian made body wash didn't.

With both formula and packaging in place, Sustain was ready to launch. The first pouches of our Canadian made body wash, paired with refillable aluminum bottles, marked the beginning of a new ritual: premium body care without compromise.

Sustain began as one founder’s search for balance between nature and everyday life, and today it’s become part of countless daily routines across Canada. Each pouch of our Canadian made body wash represents less plastic in landfills and more people choosing to live in line with their values. Customers share stories of how simple it feels to swap out waste without giving up quality. For Shane, that’s the real impact, proving that small, thoughtful changes can ripple outward into something much bigger.

1. Who is the founder of Sustain Grooming?
Sustain Grooming was founded by Shane, an economist turned entrepreneur who moved from Ontario to British Columbia, inspired by nature to create a Canadian Made Body Wash.

2. What inspired the creation of Sustain Grooming?
The founder was motivated by a desire to cut down on plastic waste, especially in the bathroom, and to create a premium Canadian Made Body Wash for men.

3. What makes Sustain Grooming different from other body wash brands?
Sustain offers powder-to-gel refills in compostable packaging, paired with reusable bottles, making it one of the few truly Canadian Made Body Wash brands built on sustainability.

4. How did Project Zero support the creation of Sustain?
Through mentorship, workshops, and a pitch event win, Project Zero helped refine the business plan and validate the idea of a Canadian Made Body Wash brand.

5. How does Sustain Grooming support sustainability in Canada?
By offering refill pouches that are compostable and recyclable, Sustain reduces plastic waste and helps Canadians choose a body wash that reflects eco-conscious values.