Ashoka
Change starts from within, and Conscient proves that small everyday gestures can have a big impact, on people and on the planet.
When Anas and Sirine Ksabi decided to repaint their apartment two years ago, they didn’t imagine for a second that the paint they were using was harming them. It was only when Sirine had to be rushed to the Emergency Room because of respiratory problems that the twins realized how toxic and dangerous household products could be. Determined to stop using allergenic and polluting products, Anas and Sirine searched the market for better alternatives. Only to realize that those products were either too expensive or non-existent. Slowly but surely, the idea to create their own ethical, sustainable and natural products grew inside their heads. Conscient was born!
Rethinking household products
Conscient firmly believes that real change starts inside people’s homes by making them safer and sustainable. Paint, cleaning products, and cosmetics are three leading sources of household pollution and health hazards. Conscient’s purpose is to rethink these products by avoiding plastic and harmful chemicals. “Our idea was to create products that are accessible, easy to use, and environmentally friendly,” explains Sirine, who is responsible for branding and communications. “We are as transparent as possible and all the ingredients we use are listed and explained on our website. Our packaging is compostable, and our products are biodegradable.” In addition, Conscient uses ingredients from the circular economy, for example, the starch that serves as a binding agent in their paint comes from the water used to wash French fries in factories across Belgium.
Innovative powder
Anas, a winner of the 2005 edition of Expo Science and a Business Engineer by training, has always had an affinity with science and a passion for technology. He started experimenting
with the confection of white paint powder – the first prototype – in his bathroom. “It took us two years of trial and error before arriving at the present powder formula,” Anas explains. “And we are constantly working on its improvement. We take our customers’ reviews very seriously; they are also the ones who propose new paint colors.” Anas and Sirine have now converted their cellar into a well-equipped and secure workshop. As well as offering paint in 30 different colors, Conscient recently added a line of cleaning products to their range. What makes both lines unique is that they come as powder, which is then mixed with water. Their products are as efficient as the industrial ones, minus the chemicals. They are also hoping to launch their own cosmetic line very soon – shampoo and soaps also in powder form.
Challenging the status quo
In the past year, Conscient has sold 900 kilos of paint. They have a customer base in the French-speaking part of Belgium, and plan to expand into the Flemish market, as well as across the border to Germany and the Netherlands. Their goal is to scale up fast, continue expanding their product lines and become a European leader in the production of waste-free powder products for households.
However, as young entrepreneurs and new to the game, they are not always taken seriously. “When we told chemists about our idea to make paints without titanium dioxide, they all told us it was impossible. We propose innovative solutions that aren’t yet available on the market, so people are a bit wary at first,” says Anas. “It’s the same with potential investors, partners and suppliers. We have to stay motivated and not give up when we face these obstacles and first refusals.” Participating in the Impact Programme is proving an important next step towards achieving their goal, bringing Conscient insights and support to scale faster, and make connections with industry stakeholders that would have been harder to achieve alone. “Our mantra is that real change starts from within. Our goal is to bring about change in the world, starting with people themselves. That is why we named the company ‘Conscient’ (aware). Because what happened to Sirine made us aware of what was at stake. Ultimately, Conscient is about provoking a change of mindset. We really want to highlight the power that people have within their grasp. If they can change themselves, they can change the world around them.”
Find out more about Conscient here.