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Allard Marx founded AETHIC in 2011, following a career in OTC pharmaceuticals, foods, and sustainability. Concerned about the ingredients that go into the products that we put on our skin and into the world we live in, he wanted to do something better and create the kindest skincare company in the world.
Allard had the idea to make a difference for the oceans in 2007 while he was working on the Delfino car project, with a mission to find a clean and sustainable energy source while offsetting the damage that had already been done to the planet. While researching the ways in which scientists measure air pollution, Allard found that there was no true measure for water pollution or ways of offsetting the damage we’ve done to our oceans.
Allard’s colleague Leopoldo Rodriquez soon introduced him to Susannah Stewart, an expert in sustainability. Susannah was enthusiastic about the project and together they developed the water pollution acquatrail, the aquatic equivalent of the carbon footprint, and Marine Positive certification. Despite these positive steps in the right direction, water pollution continued to be largely ignored by the general public. In an attempt to raise awareness and educate, Susannah and Allard also established the The Going Blue Foundation, a UK registered charity, to tackle this global problem. The phrase “Go Blue Too”, an aquatic adaptation of the “Going Green” movement, has continued to gain momentum since.
In 2008, Professor Roberto Danovaro published a scientific study in National Geographic and The Times indicating that the chemicals in most sun creams kill coral and irreversibly harm marine life. It was clear to Allard and his colleagues that they must collaborate with Professor Danovaro right away and together they continued to develop the acquatrail at Marche Polytechnic University. It is now the definitive and only formula for calculating monetary damage value to water pollution.The next phase of development was clear: to improve sunscreen itself. In 2009, Susannah tried approaching various cosmetic companies to scientifically develop a marine-positive sunscreen. Astonishingly, nobody was interested. With the help of many scientists and formulation experts, Aethic was founded and is now the leading name in eco-friendly products. Over the course of two years, Professor Danovaro and his team carefully tested every ingredient necessary for a successful sunscreen and chose only those that are the most eco-friendly.
Their final product, Sôvée, quickly gained its own patent and is currently the only sunscreen in the world with a patented eco-compatible formula. After years of hard work and collaboration, Aethic is proud to provide a thoroughly unique sunscreen that is safer for both your skin and the environment.
Allard Marx spent his early career starting up or turning around FMCG companies for multinationals and the next 20 years developing strategies for corporate brand consulting. Determined to give back to the environment and offset human damage, Allard founded Aethic to change the way we view skincare in relation to the environment and make a true difference.
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