Effa's Team vs. Toothbrushes: A Turf War

The Problem of Disposable Convenience

Travel, conferences, and hotels all share a common characteristic: a reliance on items designed for single use and subsequent disposal. While ideally, individuals would abstain from utilizing single-use plastics for items like cups, razors, and toothbrushes, widespread change necessitates consumer-driven demand, which remains unlikely in the near future.

The issue extends beyond merely single-use items. According to the documentary “Journey of a Toothbrush,” the average person utilizes approximately 300 toothbrushes throughout their lifetime. This accumulation represents a substantial volume of plastic waste.

Effa: A Sustainable Alternative

Effa was founded through a collaborative effort between a husband and wife team. The initial concept, as explained by CEO Dasha Kichuk, originated with her husband, an industrial designer. He observed the wastefulness of disposable toothbrushes provided in hotels – used briefly and then discarded without further consideration – even during their first date.

Numerous companies are actively seeking to lessen the environmental impact of high-volume disposable products. Life without Plastic crafts toothbrushes from wood, while Brush with Bamboo utilizes bamboo as its primary material. Eco Roots offers both bamboo toothbrushes and dental floss. This trend is gaining momentum, and at CES, a Ukrainian company, Effa, announced its entry into the retail market.

Paper-Based Products and Recycling Innovation

Effa distinguishes itself by manufacturing toothbrushes from sugarcane-based paper. The brush head is constructed from PBT Nylon, a material also employed by many bamboo toothbrush manufacturers, and can be sourced from recycled plastic bottles.

The company also prioritizes innovative recycling practices. Users can easily separate the brush head from the body after use, enabling proper disposal into designated recycling bins.

In addition to toothbrushes, Effa produces a razor made from the same paper-based materials, also featuring a removable head for simplified recycling.

White Label Branding and Global Expansion

“We are establishing a white label brand, as many of our partner companies desire to incorporate both our logo and their own onto the products,” Kichuk clarifies. “They view us as a partner in their sustainability initiatives and wish to demonstrate their support for a sustainable startup.”

Effa began shipping products just one month ago, with an initial batch of approximately 20,000 pieces distributed to retail locations throughout Ukraine. They anticipate fulfilling 2.6 million toothbrush orders in 2022.

Currently, Effa receives orders from Korea, Europe, and Ukraine, and is attending CES to identify new customers interested in entering the U.S. market. Their primary objective is not to become a manufacturing company, but rather to cultivate a recognizable brand, believing America to be the ideal location for brand development.

From Travel to Retail

The founders, Dasha and Ilya Kichuk, initially focused on the travel sector, securing sales with prominent clients such as Marriott, Radisson, and Lotte Hotels. However, the COVID-19 pandemic significantly impacted travel, prompting a strategic shift towards the retail market in Ukraine, with plans for an upcoming launch in local grocery chains.

Effa is leveraging CES to broaden the distribution of its products.

I tested Effa’s paper toiletries, and they closely resemble conventional paper products in appearance and feel. Despite this, the design ensures they remain robust and comfortable to use. Separating the paper handle and head for recycling after use is straightforward. Image Credits: Effa.

The Meaning Behind the Name and Future Goals

“I truly enjoy this question!” Kichuk exclaims when asked about the company’s name. “Effa is derived from ‘Ephemera,’ a butterfly with a lifespan of only one day. Our ultimate aim is to replace plastic disposables. We are particularly interested in extending our reach into the medical industry.

Another potential market lies within prisons, where plastic toothbrushes are often prohibited. We also aim to collaborate with social organizations like UNICEF and the Red Cross to further our social mission.”

Effa is prepared to ship up to 4 million units in the coming year and recognizes the need to expand its team to support this growth.

A Small Team with a Large Mission

The company currently employs six individuals, including the CEO and CMO team (Dasha and Ilya Kichuk), a marketing specialist, a salesperson, and a dedicated research and development team.

“I refer to it as an R&D department,” Anna Sulim, the company’s marketing and PR manager, adds with a laugh, “but it consists of just one person. We are a small team, but we are committed to working tirelessly to achieve our mission.”