We Sat Down With Andy Shaw: The grüum Co Founder Redefining Sustainable Personal Care
In a crowded personal care market where brands shout louder and launch faster than ever, grüum has quietly built a reputation for doing the opposite. Rooted in Scandinavian simplicity and a commitment to sustainability without the premium price tag, the British brand has become a standout for consumers who want products that work without the waste.
To understand how grüum has carved out such a distinct space, we sat down with Andy Shaw, one of the company’s directors and co founders. What emerged was a story not of a single breakthrough moment, but of a steady, thoughtful journey shaped by frustration, experimentation, and a belief that personal care should be simpler for people and kinder to the planet.
A Journey, Not a Eureka Moment
Shaw is quick to dispel the myth of the lightning bolt idea. grüum wasn’t born overnight; it evolved. The founders shared a growing dissatisfaction with how complicated, wasteful, and expensive everyday personal care had become. Sustainability was already a personal passion for the team, but it took time to recognise the real gap in the market: products that balance sustainability, affordability, and performance without compromise.
That balance became grüum’s guiding principle, shaping everything from product development to packaging decisions.
The Beauty and Challenge of Simplicity
Minimalism may look effortless, but Shaw admits it’s often the opposite. grüum’s Scandinavian inspired philosophy means stripping away anything unnecessary, whether that’s excess packaging or over engineered formulas. But creating products that are natural, effective, and low waste requires persistence.
Their deodorant is a perfect example. “It took us years to develop a product that is 95% naturally derived, zero waste, and actually performs like a traditional deodorant,” Shaw explains. The breakthrough came from a team of chemists who share the brand’s mission and refuse to settle until the product is right.
Eco Friendly Doesn’t Have to Mean Expensive
One of grüum’s biggest achievements is proving that sustainability doesn’t need to come with a luxury price tag. Their approach is refreshingly pragmatic: include only what’s necessary and remove everything that isn’t.
No oversized bottles. No unnecessary boxes. No inflated ingredient lists.
This philosophy keeps costs down while reducing environmental impact a rare combination in a category where “eco” often equals “exclusive.”
Customers as Co Creators
Throughout our conversation, Shaw emphasised how closely grüum listens to its customers. Feedback isn’t just welcomed; it actively shapes the brand’s roadmap. Many of their most successful launches began as customer requests, including their now bestselling deodorant.
By staying close to their community, grüum ensures that new products land with real demand behind them.
Innovation Through Re Thinking, Not Reinventing
In an industry obsessed with novelty, grüum takes a more grounded approach. Innovation doesn’t always mean inventing something entirely new, sometimes it means reimagining what already exists in a more sustainable way.
Packaging is often where grüum pushes boundaries. Their solid shampoo and conditioner bars, for example, rework traditional haircare into a plastic free format that performs as well as leading liquid products. The challenge for the team is clear: match the performance of top brands while dramatically reducing environmental impact.
Building a Brand Without Big Budgets
As a bootstrapped business, grüum has had to grow without the deep marketing budgets that dominate the personal care space. Shaw is candid about the challenge: the market is fiercely competitive, and advertising costs continue to rise.
But constraints can spark creativity. grüum developed its own acquisition model, one that prioritises innovation and efficiency over splashy campaigns. Their ability to thrive without huge spend is a testament to the brand’s resourcefulness, and its resonance with consumers.
What’s Next for grüum
Shaw hints at ambitious projects underway, though details remain under wraps. “Where next” is a constant question inside the company, and the team is exploring opportunities that could accelerate growth in the coming years. Whatever comes next, it’s clear that grüum will continue evolving with the same curiosity and conviction that shaped its beginnings.
Advice for the Next Generation of Conscious Founders
For founders hoping to build sustainable brands without premium price tags, Shaw offers one piece of advice: keep it focused.
“Identify the core problem you’re solving and be crystal clear about your audience,” he says. In grüum’s early days, the team tried to be everything to everyone a mistake that brought unnecessary cost and complexity. The lesson? Start with one product, one issue, one audience. Nail that, and growth will follow.
As part of grüum’s mission to make sustainable personal care accessible to everyone, they’ve partnered with World Privilege Plus to offer members free products and exclusive perks. It’s the perfect way to discover the brand’s best loved essentials. Claim your free grüum products through World Privilege Plus
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