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I'd never been in the beauty category before, but I have been in the social enterprise space. And what I saw at the time was the sort of meteoric rise of what we'll call clean beauty.

I almost feel like putting air quotes around the word clean because it was such a difficult

term to really define.

I think even today it's hard to really say, you know, if you were to ask them on what is clean

beauty? You'll get probably 10 different answers. But what I felt at the time was clean beauty,

really the conversation revolved around formula. Sort of the conversation ended with formulas.

So clean beauty is all about creating formulas that are good for people and planet, which I think is great.

Hey, startup CBG listeners, this is Grace here with another founder feature.

Today I interview Justin Wolf, who is the co-founder of Junk Theory.

Junk Theory is a beauty brand that is on a mission to end the plastic era in beauty.

They make cleaned products and they are packaged in aluminum bottles without any single-use plastic.

Justin also has years of experience in the startup industry and is a fountain of knowledge for his fellow

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