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Our Story

"Adventure awaits. Clean conscience follows..."


How it all started

Why...

We were hiking in the heart of New England with our two kids when we found ourselves facing a dilemma that only true explorers would encounter: how to keep clean without wasting precious water. We discovered that washing hands consumed up to two gallons of water each time. Determined to find a better way, we embarked on a quest for a solution that was as eco-friendly as it was effective.

We delved into the world of natural ingredients, testing hundreds of combinations. After exhaustive 2 years of research and development, we unearthed the perfect formula for our no-rinse & no-wipe, biodegradable soap.

Our mission is simple:

“Explore clean, live green!”

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.

Hands holding model of earth

Our Values

Purpose

We go beyond simply selling a product. We offer a philosophy for living: maintaining cleanliness and an active lifestyle while being deeply mindful of the environment. Our brand's purpose is to deliver innovative, eco-friendly hygiene solutions that enable adventurous spirits to explore freely without compromising their environmental values. By empowering individuals to maintain cleanliness effortlessly anywhere they go, we significantly conserves water and minimizes ecological footprints, aligning perfectly with our commitment to sustainability and responsible enjoyment of the outdoors.


What makes us different

Convenience ≠ Compromise

Experience a thorough clean just like traditional soap and water, anytime, anywhere, without needing water or wipes

100% Plant-Based Ingredients

Experience the best with NOWATA. Made from high-quality naturally derived ingredients that ensure a gentle, effective clean while respecting the environment

Science Based

Developed over two years of dedicated research, our soap ensures unparalleled cleanliness and eco-friendliness, making NOWATA™ a revolutionary soap

Mission

To empower your adventures with innovative, eco-friendly, solutions that support a sustainable lifestyle and keep you fresh anytime, anywhere

As seen in:

WFSB3 · The Hartford Courant · The Boston Globe

two tubes of NOWATA showing front and back panels

We envision a world where every journey, big or small, leaves NO TRACE, conserving our planet's precious resources for future generations.