Founded in 2020, the company offered a line of simple, gender-neutral toiletries, including hand soap, body wash, toothpaste, face cream, shampoo, conditioner and shaving gel. The products could be purchased directly online through a subscription format in the UK, US and Turkey, as well as some third-party online platforms, such as Stories Behind Things.
Speaking to CosmeticsDesign-Europe, Pinar Akiskalioglu, founder of TAKK and a former top beauty professional, said the concept was to subvert mass market habits.
“The reason I founded TAKK is to challenge the ever-growing beauty industry,”Akiskalioglu said.
“Traditionally, brands offer an excessive choice”
For decades, the beauty and personal care category continued to grow, she said, but it’s debatable whether consumers needed so many new products.
“My main issue was with choice overload. Traditionally, brands offer excessive choice. And what excessive choice does is it takes control away; it paralyzes our real decision-making – the decision is not yours, but ultimately the retailer’s,”she says.
Haircare is a fantastic example of the industry’s exponential growth in recent years, she said. What was once a simple selection of shampoos and conditioners now included hair masks, oils and pre-shampoos offering more of a seven-step hair care routine, she said.
“These are the issues we tackle at TAKK. We want to, first, change the narrative of the industry and communicate what really matters and deliver the best we can find, without any marketing nonsense, and hopefully eventually change the way we consume personal products.
When asked if launching another beauty brand might be at odds with this vision, Akiskalioglu said: “We actually want to be a shopping platform where [consumers] are not required to purchase additional products to what they intended to purchase. Because there is no shopping or retail platform in the beauty industry where you can enter and you just buy what you intended to buy. They have “push girls”, there are pop-up stores, targeted email marketing with discounts if you buy more products. That was the main motivation: to launch our own brand and our own platform, to keep the promise not to sell something that [the consumers] no need.
“Subscription is a great way to reduce micro-decisions”
TAKK is committed to selling only “essential personal care products”,she said, and ensuring that consumers make chosen and informed decisions. The subscription model helped with that, she said.
“Subscribing is a great way to reduce micro-decisions in life, but also to escape trigger spurts to buy more products than you need. It’s a way to regulate your planned consumption.
Operating a subscription model also has many environmental benefits, such as maximizing resource efficiency and reducing waste. The company, for example, only made what consumers needed through orders, she said.
Akiskalioglu said the company is committed to maintaining this model as it evolves and grows, but has compromised in some ways by offering a “shop” section on its website to give consumers who don’t wish to subscribe the possibility of trying the range before subscribing.
It also remained open to retail partnerships in the future, but with the right companies — those with a shared vision for the future of beauty, she said. “But, in terms of communication, we believe in subscription. We believe this is the future of consumption and we will continue to embrace it and champion subscription.
Reduce the carbon footprint of beauty
Asked about the company’s goals for the next three to five years, the founder said: “We know what doesn’t interest us; we’re not interested in finding the next miracle scientific ingredient to make people look better. That’s not our goal. Our sole objective is to reduce our carbon footprint and that of our customers.
TAKK recently assessed her company’s carbon footprint, she said, identifying areas where real impact could be achieved, although as with any beauty brand, much of the impact could be achieved. during the consumer use phase.
“The industry is mainly focused on packaging, plastic packaging, because it’s very tangible and easy. But there are plenty of fruits at hand, like products that lather faster or products that could be applied after showering, not in water. Our whole goal of innovation is to make sense. We’re not looking for really sexy innovations, we’re looking for practical ways to reduce the carbon footprint. »
Going forward, the company will strive to slowly grow its business, maintain its founding principles, she said, and reduce the overall brand impact — online and in bathrooms.