GOTHENBURG, Sweden (December 16th, 2024) Vividye, a Swedish deep-tech startup known for its sustainable approach to coloring textiles, is branching out into the cosmetics industry. By adapting its pigment-based technology, the company aims to provide safer and more environmentally friendly options for coloring cosmetics used in products such as hair coloring, makeup, and lipstick.
Since its founding in 2020, Vividye has focused on developing coloring methods that minimize harm to people and the planet. Initially concentrating on textiles, the company has gained recognition for its innovations, including receiving the H&M & Elle Conscious Award. Now, Vividye is turning its attention to cosmetics, responding to an increasing interest in effective and sustainable products.
“Moving into cosmetics felt like a natural next step. The cosmetics industry faces distinct challenges, including stringent regulatory demands and high consumer expectations for product safety and environmental sustainability. Our technology offers a better alternative to traditional dyes, and we’ve seen a growing need for this in products that people use on their skin and hair. We’re excited to bring a solution that can make a real difference,” says Johanna Nissén Karlsson, CEO of Vividye.
Vividye is building solutions rooted in advanced research on pigments and surface chemistry. Unlike traditional dyes, which are small molecules that can penetrate materials and pose health and environmental risks, Vividye’s functionalized pigments are larger particles designed to adhere to surfaces without dissolving in water. This makes them safer for skin and hair and easier to filter from water. The technology is also adaptable, offering a way to create vibrant and long-lasting colors across various applications.
“Vividye’s approach to sustainable coloring is both innovative and practical. Expanding into cosmetics shows their ability to adapt and meet the needs of different industries. We’re proud to support them as they take this next step,” says Pontus Ottosson, CEO and Head of Investment at Chalmers Ventures.
