Swedish Tech Startup Vividye Adapts Eco-conscious Textile Pigments to Cosmetics

Vividye, a Swedish deep-tech startup, is adapting its environmentally friendly textile dyes to cosmetics. According to the company, unlike traditional dyes, whose small molecules penetrate materials, Vividye’s functionalized pigments are larger particles designed to adhere to surfaces without dissolving in water.

"Traditionally, modifying the characteristics of pigments has involved coating them in polymer films, essentially plastics," the company website explains. "Our technology eliminates the need for plastics, resulting in a completely plastic-free solution."

Per the company, the heart of its technology lies a fusion of "groundbreaking" surface chemistry and precision engineering. "We specialize in meticulously modifying pigment properties, tailoring them to meet specific application needs. This involves enhancing characteristics such as color intensity, durability and versatility, revolutionizing the way pigments are utilized," the company website states.

Safer, More Sustainable Pigments

Vividye

Per the company, the pigments' larger size makes them:

• safer, so as not to penetrate skin and hair, and
• easier to filter from water, reducing potential health and environmental risks.

The technology is also adaptable, offering a way to create vibrant and long-lasting colors across applications such as hair coloring, makeup and lipstick. 

Furthermore, unlike conventional pigments that are derived from rare minerals or that are fossil-based and synthetic (posing sustainability and ethical issues), Vividye's technology is said to use "abundant, non-fossil-based materials that are readily available and do not require extracting pigments from conflict zones."

Transferring from Textiles to Cosmetics

Since its founding in 2020, Vividye has focused on developing coloring methods that minimize harm to people and the planet. Initially concentrating on textiles, the company has gained recognition for its innovations, including receiving the H&M & Elle Conscious Award. 

"Moving into cosmetics felt like a natural next step," said Johanna Nissén Karlsson, CEO of Vividye. "The cosmetics industry faces distinct challenges, including stringent regulatory demands and high consumer expectations for product safety and environmental sustainability. Our technology offers a better alternative to traditional dyes, and we’ve seen a growing need for this in products that people use on their skin and hair..."

"Vividye’s approach to sustainable coloring is both innovative and practical," adds Pontus Ottosson, CEO and head of investment at Chalmers Ventures. "Expanding into cosmetics shows their ability to adapt and meet the needs of different industries. We’re proud to support them as they take this next step."

(from L): Johanna Nissén Karlsson, CEO of Vividye, and Pontus Ottosson, CEO and head of investment at Chalmers VenturesVividye