Swedish tech startup Vividye is applying eco-friendly textile pigments to cosmetics

Swedish deep tech startup Vividye is applying its eco-friendly textile dyes to cosmetics. The company says that unlike traditional dyes, whose small molecules can penetrate materials, Vividye's functionalized pigments are larger particles designedto adhere to surfaces and are not soluble in water.

"Traditionally, changing the properties of a pigment requires coating it on a polymer film, essentially a plastic," the company's website explains. "Our technology eliminates the need for plastic, resulting in a completely plastic-free solution."

According to the company, the core of its technology is a fusion of "breakthrough" surface chemistry and precision engineering. "We focus on finely modifying pigment properties to adapt them to specific application needs. This includes enhancing properties such as color intensity, durability and versatility, completely changing the way pigments are used," the company's website states.

According to the company, the pigments are safer due to their larger size and do not penetrate the skin and hair. They are more easily filtered from water, reducing potential health and environmental risks. The technology is also highly adaptable and can create bright and long-lasting colors in applications such as hair dye, makeup and lipstick.

Additionally, unlike traditional pigments extracted from rare minerals or fossil-based synthetic pigments, which raise sustainability and ethical issues, Vividye’s technology is said to use “abundant, non-fossil-based, readily available materials that do not require pigments extracted from conflict zones”.

Since its founding in 2020, Vividye has been committed to developing dyeing methods that are least harmful to people and the planet. The company initially focused on textiles and has received recognition for its innovations, including the H&M and Elle Conscious Award.

“Entering the cosmetics industry seemed like a natural next step,” said Johanna Nissén Karlsson, CEO of Vividye. The cosmetics industry faces unique challenges, including strict regulatory requirements and high consumer expectations for product safety and environmental sustainability. Our technology offers a better alternative to traditional dyes, and we are seeing a growing demand for it in products people use on their skin and hair.”

Pontus Ottosson, CEO and Head of Investment at Chalmers Ventures, added: “Vividye’s approach to sustainable dyeing is both innovative and practical. Entering the cosmetics space demonstrates their ability to adapt and meet the needs of different industries. We are proud to support them in taking this next step.”