Our Story
"Adventure awaits. Clean conscience follows..."
How it all started
Why...
In the midst of the pandemic, as parents, we were deeply concerned about the harsh chemicals in hand sanitizers and the waste generated by disposable wipes. Every time we used our hands to eat, we could taste the sanitizer, reminding us of the chemicals we were exposing our children to. We envisioned a solution that would be gentle on our kids' skin and kind to the planet. This vision led us to create NOWATA™ Soap—a rinse-free, plant-based cleanser that ensures cleanliness without compromising safety or sustainability. Our mission is to provide families with a convenient, eco-friendly alternative for maintaining hygiene, no matter where life takes them.
Dr. Ruslan Maidans & Dr. Yalda Shahriari, co-founders
NOWATA™
Brand name
Our name encapsulates our commitment to one of our core values—water conservation. We sought a name that was memorable and reflective of our roots. Originating from New England, CT, where the local accent charmingly turns 'water' into 'wata,' we found our inspiration. Thus, NOWATA™ was born—a nod to our dedication to sustainability and our regional heritage, perfectly aligning with our mission to offer eco-friendly hygiene solutions.
Our Values
Purpose
We do more than sell a product. We share a way to live: staying clean, active, and caring for the planet. Our goal is to give you eco-friendly products that help you explore without harming nature. With our soap, you can stay fresh anywhere, save water, and keep the Earth clean. We believe in a world where we enjoy the outdoors responsibly.
What makes us different
Convenience ≠ Compromise
Get a nice, deep clean like soap and water, anywhere you go—no water or wipes needed.
100% Plant-Based Ingredients
Try NOWATA™ for the best clean. It’s made from safe, natural ingredients that are gentle, work well, and are kind to the planet.
Science Based
Made with two years of careful research, our soap keeps you super clean and helps the environment. NOWATA™ is a whole new kind of soap!
Mission
To help you stay clean and green on all your adventures, anytime, anywhere.
We envision a world where every journey, big or small, leaves NO TRACE, conserving our planet's precious resources for future generations.
Let customers speak for us
I’ve been using NOWATA and it’s a game-changer! It’s incredibly convenient, especially for quick clean-ups or when water isn’t readily available. The formula feels gentle on the skin, leaves no sticky residue, and has a fresh, clean scent. Perfect for travel, camping, or even keeping in the car for emergencies. Highly recommend it for anyone looking for a hassle-free hygiene solution!
I bought 2 soaps for my son who has 3 small kids, a soap and shampoo for my daughter who travels, a soap for a friend who can't use hand sanitizer, and a shampoo for my sister who travels a lot. All of the items came securely packaged and in a timely manner. It's great to have holiday gifts ready to share.
I recently started using NOWATA dry soap, and it's been such a life saver for my busy mom lifestyle. The best part is that it doesn't require any water,which is perfect for those chaotic days when I'm juggling endless tasks outside with the kids. It is small enough to carry around everywhere,so I always have it handy, whether I'm running errands or at the park with the kids. Knowing it is made from natural ingredients and is biodegradable gives me peace of mind too. It's so convenient and straightforward,genuinely making my hectic days just a little bit easier.
I am extremely delighted to have used this biodegradable product, since I have a love of outdoor activities such as hiking, camping, and mountaineering it is so convenient for me to carry NOWATA in my backpack instead of water for cleaning my hands,it is more practical and easy to have clean hands while eating outdoors.
I can’t say enough, I always use this for outdoor activities with kids.
Life changer to replace it with a hand sanitizer.
My kids love it too and snack times are much easier and cleaner now .
I am very happy with my purchase. It was well worth it. Highly recommend especially during outdoor activities.
This soap is magical! Can’t believe how easily I can rub the germs off my hands! My skin feels incredibly soft and moisturized after using it..
This is great for hikes and travel and I love that it’s eco-friendly and safe. My skin feels clean and soft after using. It can be a reliable addition to your back-pack!
This is the best and easiest way to clean hands when you reach the top of a mountain and have a wonderful lunch with your family!! Smells great too!
I tried this soap out of curiosity and fell in love with it! It cleans very well and my skin feels much better compared to alcohol based hand sanitizers that dries my skin. It is also very safe to use as it is made out of organic materials. Definitely best substitute to hand sanitizer. You try it once and you don’t use other alcohol based products anymore.
Try it and you will find out what Im talking about! Super cool product. I use it instead of hand sanitizers, it cleans A LOT better and makes my skin so soft and smooth. Definitely a must try.
I trialed this product on a camping trip and loved how easy to use this was. Hand sanitizer just dries my hands out, but this waterless soap also moisturizes so I never had that gritty dry feeling. It’s a must for outdoor enthusiasts.
I've never seen anything like this soap before. I love the idea of having a waterless soap. My family enjoys hiking, and sometimes we can’t access a bathroom to wash our hands. This soap will be great for situations like that. After using the soap, my hands feel incredibly soft and moisturized.
We love the soap! It’s very lightweight and really gets that dirty feeling off of our hands. Easy to bring with us on our outside adventures, too. Definitely a game changer for those who love the outdoors or kids!