Saving the planet one handwash at a time

“I FEEL good waking up every day knowing that I’m having a positive impact on the world,” the Daily Routine co-founder Natalie Herscu says.

Through an online subscription model, the Daily Routine sells plant-based hand wash that comes in concentrated pod form, which customers then mix with water in reusable recycled plastic pump bottles. It results in less waste, lower emissions due to transporting less product, while the packaging is also biodegradable.

Best friends Herscu, 31, and Ruby Rodan, 27, founded the brand after living together in 2020.

“We’re both passionate about sustainability … we were always looking for ways to try and reduce waste, especially plastic waste,” Herscu said.

“We were throwing out shampoo bottles, soap bottles and there was just no alternative.

“We would stay up all night brainstorming different ways that we could solve this problem of trying to reduce single use plastic in our bathroom.”

Their light bulb moment came one night while cleaning up after dinner when Rodan held up a dishwasher pod.

“I said why can’t we take this concept and fill it with our favourite personal care product? That’s how the journey started,” Herscu said.

Rodan said finding a pod manufacturer in the personal care space “was extremely hard”.

“I think that took us probably six months. That was not just getting the product, [but] sampling the products and that was I think another six months till we actually found the right supplier,” she said.

The brand launched in December 2021.

Herscu said the response so far has been amazing.

“We have both been just so humbled by the response from Australians and how much they love the concept and how much they love the product,” she said.

“Ruby and I are working hard every day behind the scenes to improve our formula and develop more products.”

Herscu and Rodan have been approached by retailers but are currently focused on building their brand and “building a community”.

The Mount Scopus graduates said they are both influenced by their strong Jewish values, including tikkun olam.

“Ruby and I started this business when we were working out of the Launchpad hub in Richmond,” Herscu said.

“Ruby was working upstairs and I was managing the Launchpad co-working space run by the Australian Jewish Funders. So, you know, the idea actually stemmed, if you’d like to say, from the Jewish community.”

She added, “We are open to opportunities, whether it’s investment, or if anyone has skills or experiences that can help us.

“We’re open to connecting with anyone who can have an impact.”