Personal care. Redefined.

We look at personal care from a different perspective and believe that shower foam, shampoo foam, and hand foam should not only be good for you but also for the world. And we make that happen. We don't fill our bottles with water or harmful substances. And, with our reusable bottle, you won't be contributing to plastic waste. In this way, we take better care of the world we live in today and of the generations to come.

Contribute to a cleaner planet.

Did you know that regular shower gel, shampoo, and hand soap consist of 80% water? Meanwhile, you can get that same water from your tap. That's why we do things differently.

Our tubes contain powder, and all you have to do is add water. Then, you can enjoy silky foam for your skin, hair, and hands, which also smells wonderful.

By avoiding unnecessary transportation of water, we reduce CO2 emissions. And with our refillable glass dispenser, we minimize waste.


Elice and Brian, founding partners of Wai'Ole started realizing something important.

Brian: "When you think about it, it's actually quite strange; during the production of skincare products, water is added in the factory, and then it travels all around the world. Meanwhile, clean water comes straight from the tap at home. We felt there had to be a smarter way."

With the goal of leaving the world a bit more beautiful and healthier for the next generation, they got to work.

Elice: "Throughout the entire development, we kept asking ourselves: what can we eliminate? Because only a small portion of regular hand soap, shower gel, and shampoo is truly necessary. Additionally, conventional products often contain harmful substances that are unhealthy for humans and detrimental to the environment."

Brian: "We also noticed that plastic disposable bottles could easily be replaced with a refillable version. That's why we created a glass dispenser. It turns our powder refills into silky foam and can be used endlessly."

Wai’Ole eliminates what is unnecessary and adds what is essential. Without you having to compromise on comfort, quality, and fragrance. That's good for you and good for the world.

What does Wai'Ole mean?

Wai'what? Wai'Ole is pronounced as 'wai yolay' and means 'without water' in Hawaiian. That's why it's the perfect name for our products, but there's more to it. Hawaiians have a different perspective on water; they consider 'wai' (freshwater) to be sacred. Traditionally, it was the source of life, and only the essentials were taken from the streams, preserving the beauty of nature. And that's exactly what we do: we look at things differently and add only what's truly necessary to our products. It's personal care that's good for you and the planet.