My guest for this episode is the founder of Cleanlogic, Isaac Shapiro.
Cleanlogic is a social enterprise that makes beauty and household cleaning products. Yet more than that, Isaac’s passion in hiring individuals with disabilities is part of Cleanlogic’s rich history. In 2006, they launched their “Brands with Braille” mission which was inspired by Isaac’s mother, Bea, who lost her sight as a child.
Moreover, Cleanlogic is committed to offering the highest quality bath and body accessories. They believe that there is a power in being nice and clean—because when you put “nice” and “clean” together, you have the foundation of a better body, a better world, and a better future.
If you want to know more about Isaac and his company Cleanlogic, you may click here to be directed to their website. You may also see and shop their products in this link.
I hope you enjoy my engaging interview with Isaac Shapiro. Happy listening!
You may also refer to the transcripts below for the full transciption (not edited) of the interview.
Greg Voisen
Well, welcome back to Inside Personal Growth. This is Greg Voisen, the host of Inside Personal Growth. And many of my listeners know, Isaac that I go to the natural products West Expo every year. And I always find very interesting people and interesting companies there because there's just so many of them, many of them trying to do good for the world like you are. And those are the ones that I try and pick up on. Not somebody that's just trying to shove another product down into the world, but somebody who's wants to do good. We have Isaac Shapiro on the other end of the line, joining us from clean logic, and they're based in New York. Good day to you, Isaac, how are you?
Isaac Shapiro
Well, hello, Greg, nice to see you again. And thank you for having me on your podcast.
Greg Voisen
Well, I'm glad we got you on, we had to kind of keep figuring out our calendars to get something going. But we did get it done. And it's a pleasure having you on. And for all of you who are interested and learning more, we'll put a link up. It's cleanlogic c-l-e-a-n-l-o-g-i-c.com. Very easy to get to very beautiful website, well done, Isaac, and you there you can learn about the creek clean logic lines, the ecofriendly affiliation set and everything that they've got going. But I think it is as important or more important, is you know how this company got going. And so, Isaac, if you would tell us a little about the inspiration behind clean logic, how you got this company started. And kind of you put your mission out on the on the website, very big and bold. And I liked that. So that these individuals who are listening today can understand more, not only about your product, but really what you're doing to help the world.
Isaac Shapiro
Yeah, and I think it all started with my passion to travel the world. And my senior year in college, had an idea to be an export import company. And so we started with products from South America and Hispanic foods, frozen fish, and cleaning products. And so that was, as you started up in college and learning where you fit. You know, that's where we started to get our business acumen. And in 2006, my right before I met my business partner, we wanted to continue to expand our line. And we created clean logic as a solution around solving the rough exfoliation of loofahs that my mom always had in her shower, or a lot of the products are plastic made around the mesh sponges or even the Korean class. So we really wanted to focus on bringing in something unique, that was our stretch fiber technology, and where you can exfoliate on a daily basis. So it's been a little bit of a journey, as we were serial entrepreneurs and trying to figure out or products, but really, in 2014 is where we really started to focus our business more on clean logic and being exfoliating experts.
Greg Voisen
Well, you know, people listening to this show, there's probably many of them out there that don't use a loofah to exfoliate their skin. I was one of them until I ran into you. I tried them before I really had and you gave me a sample to take home. And I have to admit, it's got a little handle. It's unique. It's very great on the skin. In other words, it's not as rough some of them have eyes had before had been rough. Speak with us a little bit if you would, I'd say because obviously your company has done a lot of research in this, about exfoliation about how important it is. I mean, I go to a dermatologist, and I'll tell you I don't know if this does anything for skin cancers. But one of my other doctors has said that I'm the dermatologists cutting board. Because I have had literally basal cell and squamous cell carcinomas that removed many, many times because I'm fair complected and I ride a bike a lot. But tell us a little bit about exfoliation. Tell us about your product. Why should people really do this? I don't think enough of the world is really doing it.
Isaac Shapiro
Yeah, well, if you think about the evolution of exfoliation, you know, with the Turkish bathhouse and the Korean culture where they start at age two. When you look at where we tried to accomplish, we wanted to tie our product to soap and so we know A lot of people use mesh sponges that are the plastic mesh balls that you see in every store. And those create lather. But when you look at what we're doing, we're creating a product that's a unique fabric that we manufactured, to actually gently exfoliate the skin daily. And so what that allows you to do is to use your favorite so, but to remove the dead skin cells, so think about you know, the skin is your largest organ on your body, you think about you know, snakes and how they change out there. So this is how we look at exfoliation, this is a way to continue to rejuvenate your skin, and it's not so abrasive on your skin, we've also created sensitive skin. So it's not as a full ending, it's a bit more silky. So when you look at the Japanese culture, they're very big in bathing, and using more of a silk base product. But we still have our nylon loop fibers that create the exfoliating fabric. And so another thing that is important in thinking about the raw material we're using, we're using, we're a cotton so because we're a fabric, you know, think about it as wearing clothing on your skin, whereas a lot of the stuff that people are using, it's plastic based and so that doesn't really exfoliate rejuvenate the skin.
Greg Voisen
So is that one of the reasons that put you in this category of beaking? Being ecofriendly? Because you are using fabric? You're not? Again, I mean, there are fabrics that are nylon as well. How are you sourcing the actual LUFA itself? And then what are the materials that are going into it? Because my listeners would want to know? And as far as sustainability, how long does one of these last? And then when I discard it, is their ability for it to compost someplace? Or what's the factors there Cradle to Cradle? Yeah, well,
Isaac Shapiro
just to understand our clean logic brand, we have four collections, our bath and body, our detox, which is our charcoal infused line in our sport line, which is more gender neutral, but geared towards, you know, after a workout, more men, so a little bit darker colors, in what we really, really what we're positioning that is the exfoliation, you can continue to reuse your product. But where we are really positioning ourselves in leading the way in terms of sustainability is with our clean logic sustainable line and infusing cotton, then part of what our strategy around the organic cotton is we're using it in terms of being control union certified. So that's where it gives visibility and certification of where our organic cotton and that it is FDA certified. So that's where we've really positioned ourselves in sustainability, for clean logic. And another aspect that we're looking at sustainability is how we are diversifying our supply chain, because we also look at what your impact is on the environment. And so one of the things that we're doing in majority of this category is made in China, we're really leveraging our ability to build factories, so we own the factory in China. But as we make another initiative to be more sustainable, we're making the product here in the US, and actually looking to set a goal where 75% of our workforce be people and individuals with disabilities. So when we look at sustainability, you know, there's more than just like, hey, what ingredients we're looking at, even, you know, the environmental impact, and how we're trying to continue to improve our core line, which I had mentioned, and then our sustainable line where we're trying to really set the so you're
Greg Voisen
moving toward it, you probably aren't ready out there. But bringing the labor a little closer here, even though the product may cost a little more, I understand, but to have a factory either in the state of New York or some state someplace where the labor is probably pretty inexpensive. But at the same time, you know, there's a story behind the story and every product at clean logic has Braille packaging, and you're in you know, your mother is blind. And that inspired you I'm certain to do this. Why is it in then if you hire the blind or visually impaired people to work in your production lines? You're putting people to work. You also are funding nonprofits or do you have your own nonprofit that you have created at this point, Isaac. Yeah, we
Isaac Shapiro
have our own nonprofit called the inspiration foundation. It's a family foundation that my business partner and I founded to help fund technology grants were blind agencies are nonprofits to sort of the blind or visually impaired are providing tech training to use adaptive technology to gain employment. So that's where, where we've been able to work with our foundation and partner with other nonprofits to help them with their technology needs.
Greg Voisen
Interesting. So clean logic, besides being ecologically friendly, using cotton, what I noticed in the use as a product, is when you get it wet your product, it's not like any other LUFA. When you get it wet, yours is more pliable, it feels better on the skin, yet it's still doing the same job. Your brand is known for using these natural and organic products. How do you ensure the quality of these products that are kind of being put in here, you said, you're looking to the source of where all of this is coming from, and that you've now found new sources and new ways of actually making these products to make them more environmentally friendly? When somebody number one, let's just talk about the product for a second itself. Once I've used it up, and I need to throw it away and get a new one because I know it's not doing the job? How many uses? Can I use it? How long can I use it for body washings? And two, how do I know when it's time to actually discard it and get another one? So
Isaac Shapiro
We always love this question, because it is a personal preference. Just like when you use your toothbrush at home, they recommend when it goes away in terms of color, how it feels on your teeth, or a kitchen sponge, it really is a personal preference, but they are products are reusable, since it is a fabric people to wash it. Most people that we see in terms of the average consumer, you know, is changing out their product every two to six months, when you look at our product, you know, really, we try to make sure if you're exfoliating, you know, you get dead skin cells in there. So you really recommend to change it out, you know, every three to six months, depending on the preference, because I do know, you know, reusability is important for other people. And then there's other people that are germaphobes that are changing every 30 days. And you see a lot of the recommendations for the mesh fund is to change every 30 day. But that is an advantage with our product, especially for people that aren't eco conscious is that you can wash the product. So you
Greg Voisen
can actually put it in the washing machine, take it out and reuse it again. And until you feel like maybe it's lost some of its ability to exfoliate your skin. Which is good to know. Now this product fits in. I'm just going to say the beauty industry, right? It's like okay, I would assume people that do like later today I'm having a facial, right. So I would assume the lady that does the facials knows all about exfoliation. I'm making an assumption here, but the industry is evolving. You see it evolving, or using new products or using new things I was just telling you about? Solid soaps, right false solid shampoos, I should say, where is it? Where is it going? Particularly in terms of sustainability and responsibility to the environment? I do know that the solid shampoo market is growing exponentially to get rid of plastics in the environment, right? And it's doing a good job when we were talking about a million plastic bottles a minute that are literally being discarded in the US into some trash somewhere. Right. So tell us a little bit about where you think this industry is going. What do you see on the horizon? Well, what we
Isaac Shapiro
see in this category it was very commoditized and we entered in in 2006 So 90% of the sales came from that mesh plastic sponge then what I think at some point, you know there's going to be an evolution around you know, is it the next plastic straw where you know people want to get away from it. There's other pieces that you could do to you know make it more environmentally friendly which we're working on. But we're really focused on is getting people to respect and use a bath clean logic best skincare tool as part of your everyday beauty regimen. So when you think about the lotions and potions, and you see you're going to get a facial. Well you can go in today and Target or even Walmart and see 50 to $100, you know, silicone vibrating machine. So what we see is the tool market is becoming kind of a next part of the liquid routine, and maybe you're not going to have so many lotions and potions. And, you know, maybe we can come up with a way to track you know, using less product that you're putting in a plastic bottle. But in reality, what we see is people coming to our exfoliating category, making it part of the everyday beauty routine. And then since our product is more reusable, you know, being able to cut back on the amount of plastic mesh sponges that are sold. And that's what we're seeing today, about three years ago, we saw and we did an area where we had 22% of our sales came from our exfoliators. Today, it's over 40% of our sales in 50% come from our mash punches. So we continue to trade off the coast customer and bring them into using our products as part of their everyday beauty routine.
Greg Voisen
I would say that is important. It's like an education process. You know, and I know when I met you at the show, and I'll just say this speaking for probably many of the listeners out there. You can exfoliate, arms, hands, legs, all these areas of your body by using your product, which I do. But when it comes to the face, and actually taking it and scrubbing the face, some of us have some pretty sensitive skin, especially that's been exposed to the sun, as frequent as my hands and you can actually see that about my skin on this camera. I find that challenging. What do you have for individuals that maybe don't want something as rough that they can use on the face? That they can actually get the same benefits from?
Isaac Shapiro
Sorry, I have a barking dog behind me. I'm trying to get that.
Greg Voisen
That's okay. I'm sure you heard the question.
Isaac Shapiro
Yeah, I heard the question. So when you think about sensitive skin, you know, we have created a couple products in terms of facial care. So when you think about sensitive skin, we do have makeup remover cloths, on one side where you can remove the makeup, and then you can gently exfoliate. So it's like I said a much softer, almost like a silk type feeling to our dual texture facial buffers on there. So those are where we, you know, know, it's important because people are using liquid to exfoliate. But this is just another way, especially as we know, the younger generation is moving away from like cotton balls and right using more of a makeup remover cloth that's more sustainable to the environment.
Greg Voisen
Now use sell these kits. And these kids have all kinds of different products in them. And people when you go to the website, where can my listeners get this what major retailers now? Are you in? The website is a great place is it sold on Amazon, I noticed that you're giving a 20% off for the first order, which is pretty common. People do that? Would they be better off to go to your website? Can they get it at a local retailer? Can they get it on Amazon explain the distribution right now of that, because you have a big presence on social media, when people when you go to his website, I'm just gonna say this, it's extremely well done. It's easy to shop at and checkout and have them just send it to you direct. But they might want to know the other places they can go.
Isaac Shapiro
Yeah, and I'm gonna start nationally, there. So Amazon obviously most of us using it today, we do a three pack size there so that that's where we know the customers buying more of like more than single pack. So that's obviously sold nationally and internationally. And then we are in Walmart on there and then we're at Sprouts. So when you take a look at a lot of our sustainable line, you will find us at majority of the national retailers around the United States like mothers and moms in some of those regional areas. So those are really where we you know, see ourselves being true, it's accessible and then we are the majority of like some great you know, regional retailers like heb Publix Meijer. So that's where you'll find a lot of our distribution is at grocery since we know they saw a lot of so.
Greg Voisen
So you're in grocery stores, some limited grocery stores, and if the listeners want to reach the retailer where they can get it. Do you list the wheat retailers at the website?
Isaac Shapiro
We have not done that yet. And That's actually a good point. So we haven't set that up as anything on our website. So most people have called in or called.
Greg Voisen
So they really have two choices. If they don't know, if they don't find it on a shelf someplace, they literally can go to your website, which is clean logic.com. Or they can go to Amazon and buy various products, which are listed on Amazon. But that would be the two best ways to go about it.
Isaac Shapiro
Yes. Okay. Thank you for mentioning my website as well. Oh,
Greg Voisen
no, not a problem. Of course, we would do that. Now. Look, you we talked about the Braille, we talked about the fact that your mom is blind, that you are going to be building a plant that's going to hire and inclusion and it's a really important point. You know, I used to raise funds for a school that had a 12 group homes and a 650 autistic kids. And the reality is, they wanted to put those kids to work at what we call kind of regional centers, right? A lot of them could work on assembly lines, they couldn't function. And in your case, you're we're revisiting this. But I think this is really important, because diversity inclusion, and ensures the value is reflected in kind of your hiring practices to put these individuals to work and to give them a living wage. Currently, right now, what's the makeup? You said? Most of its in China? When do you foresee maybe having something here? And doing more of that? Are you on track to hit something pretty soon? Oh, yeah. So
Isaac Shapiro
we've actually been testing this concept for a little bit over a year and a half. It started during the time when, you know, the supply chain challenges increase in ocean freight. And my business partner and I have always had an idea to do some type of manufacturing in the US. But we got personal is my business partner daughter is no diverse, if physically disabled in one of the things that he's always thought about is creating a place where he could create a workforce where he can send his daughter to work and does not have to worry about it and live in independent life. And so this is what gave, you know, the idea to creating something sustainable, because we knew prices would have come back down. And so this was a great way to finally move forward. And so we are actually going live in September with Walmart stores in doing an assembled USA program, where it's going to be test piloting for all in all their stores, one of our sensitive stretch cloth items. So today, we have 28 employees. And during this journey in about a year and a half, our whole mission around inspiration was around vision loss. But this movement in terms of understanding what we had to do and working with the Department of Labor and other federal and state and nonprofit agencies, we knew we couldn't do this with just a blind or visually impaired workforce. So even though 70% are unemployed, we know some of the challenges are not everybody because of discrimination within the disabled community is so high that Social Security keeps a lot of people from seeking employment. And even some of the challenges we're seeing today is that because Social Security is such a part of the subconscious of people disabilities, that even getting them to work full time. And so it's been a journey, and we're there, we're being able to go live with this project and starting to go September. And then the way we will differentiate packaging between made in China and us as we look to onshore, our program to the US, that's where we'll be differentiating are assembled in USA, and then finally are made in USA facility.
Greg Voisen
Yeah, and I know Isaac, there's a lot of guidelines you have to follow to actually be able to say the product. One was manufactured here, because a certain amount of it needs to be assembled and put together here. All of those requirements. And then if there were any governance, government subsidy programs associated with it, to put these people to work, and I think it's a good thing that you're doing and there needs to be more of it. You guys now employ 27 Did you say people that are 2028 people that are doing this work? Do is the future for clean logic kind of expanding? Do you see other beauty and or household items that you're going to potentially grow into the future? Are you going to kind of keep it as beauty products and beauty Klein? Because right now the skews you've got a lot of skews as it is right now. Um, but have you have you seen a demand for what you're making and other places that you might be using it?
Isaac Shapiro
Yeah, we've seen a lot. And it's been, you know, just a little bit more background on clean logic. About three years ago, we did a rebrand. And it's a special rebrand since the agency we use is one that my wife works with. And she's been in branding for her whole career. And so she's the one that really changed the look and feel giving us the mission, you know, that was clear to the consumer, and what we really did throughout these last 15 years and putting it into this new look. And so what we feel is, we still have a way to continue to go deeper and get more people to use our products. So that's what we're really excited around this April launch around this new packaging and our ribbon cutting where we're going to bring in our Governor and you know, hoping to bring some other attendees that we've been talking to, but where are we see is where can we take our fabric deeper. So we know, babies an area that we could look at, you know, we do have a home kitchen sponge line that we're going to probably convert and over to clean logic, you know, using our technology. So, but right now, we are really focused on being the number one bath and skincare tool brand in the world, because there's never been a brand in this category in the world. It's been a private label, or some importer. So we're also trying to stay focused on, you know, really the body, Caroline and driving it deep. And where else can we sell? So it's that fine balance of, hey, new is great, and you need to be new. But as we've been bringing in more professionals and executive professionals that help us grow the brand, it's about how deep we can go with our customer base before we really try to start looking at what other categories. So that's how we've been viewing it in a in a balancing act of keeping new important, but still knowing we have a lot a lot more to grow with our current business.
Greg Voisen
Well, you do and just for my listeners, so they do know the mission. Clean logics I'm going to read it are committed to offering the highest quality Bath and Body accessories. That's why we act responsibly and sustainably. That's why we treat our customers with respect and care, we believe there is a power in being nice and clean. Because when you put it nice and clean together, you have the foundation of a better body a better world and a better future. So I love it. In 2018, they launched the sustainable line of certified organic cotton exfoliants. So for those listeners who want to know more, you're going to go to clean logic c-l-e-a-n-l-o-g-i-c.com. It's a great brand, it's a great product. And it's something that, you know, when you think about it has more ability, you say nice and clean to keep you clean, right? And that's so important in, in everywhere around the world. I was speaking with the people at clean the world, you probably know that one. So they take all the old soaps out of hotels, they grind them up, they put new perfumes in them or whatever it is exactly they do. And then they distribute them to places in the world where disease is rampant, right, where like people are actually dying because they're not staying clean. And those soaps have made a huge difference. Because they've given them away in certain areas, and they're doing it with the homeless, as well in in all these major cities. I would do you have anything on the horizon? That would take some of these clean logic products, and maybe provide them to communities like that, that are in need of, you know, doing? You obviously are working with people that are visually impaired? There seems to be a need in that area. Is that something you've been thinking about?
Isaac Shapiro
We've actually done some partnerships with nonprime nonprofit, especially in Los Angeles, where they actually provide showers. People homeless, and it's actually been great because, excuse me, we the feedback we received was, most of the time they receive like a bar or so or something and it's nothing that they can really take. But the tool is almost something that they have as like ownership and they can take with them because they're not going to reuse it. So we have, you know, done, done some partnerships, you know, and trying to figure out how to make it sustainable. But that's where we have taken it so far, but really been focusing on our, you know, disabilities mission.
Greg Voisen
Well, you've got a lot of opportunity here, Isaac, and it's a very obvious you've got a great website where people can go to buy these pre bundled solutions, or individual products as well. And again, I want to encourage my listeners, if you're looking for a way to exfoliate your skin, and do it with this ecofriendly, sustainable product sourced, and help the people that are visually impaired in the in the process, clean logic is the company that you want to go to. And that would be my commercial, go to clean logic.com. To do that, and you will and your first order, get 20% off, or just go to Amazon, and go shopping Amazon for clean logic products. Isaac, is there anything that you'd like to leave the listeners with today? Kind of about your company the direction? The reason that they may want to use your product? Or have you basically told him everything? Through all the questions I've asked?
Isaac Shapiro
No, I think I think the one thing that close it and bring the mission to feel really good about supporting clean logic, you know, our whole goal is to inspire all to be independent and successful. And, you know, when you think about that, especially in the community, with individuals with disabilities, you know, really, we're trying to inspire more companies to bring the products back into the US to manufacture. And also to think about, even if you're not in the manufacturing field, because we're looking at places in accounting and marketing. So it's not just in our manufacturing facility, you know, that we're looking, you know, to bring people into work. But I think, what we're really trying to do and what our Why is through the foundation, and through our journey of building this factory, because we're employing people with autism, we have someone with hearing impairment, we're now doing all disabilities. And so what's important for the listeners is to understand is that with every purchase that they're creating job opportunities, and with our inspiring story, we're looking to bring our industry together, where we can increase employment by 10% by 2035. And so this is where our mission is really trying to make a bigger impact outside of just the products we make, we want other companies to be thinking about the same, especially by creating an inclusive workforce, with people with disabilities, since many of these di, you know, statements that you see up there, which are amazing, because it's paving the way for accessibility, and bringing people in with disabilities. But it's really trying to make sure that you really are thinking about people disabilities, since many of them are unemployed.
Greg Voisen
Well, if any of my listeners want to reach out to you about what you're doing, are you open to do that they can reach you through the website, and basically send an email to you, Isaac, if they've got a company, and they're interested in learning more about what clean logic is doing.
Isaac Shapiro
Yes, of course, I'm always I've always remember when I first started my business that you know, you have people that help you along the way. So I still have a, you know, a heart for making sure that we continue in this great country to create more entrepreneurs.
Greg Voisen
Well, thank you so much. Namaste to you, my friend, thanks for being on inside personal growth, spending some time with our listeners. Again, we've been on with Isaac Shapiro from New York. And his company is called Cleanlogic. He and I met at the natural products West Expo a couple of months ago. And it's really wonderful to profile your company, the good that you're doing for the visually impaired and others that are working in the factories, making these goods and putting them out into the world. And also thank you for making something that's ecologically sustainable, and ecologically sourced. So we appreciate all that you're doing. Thanks so much, Isaac, and best of luck to you as clean logic moves forward, and distribution gets bigger.
Isaac Shapiro
And great. Thank you, Greg, for the opportunity to tell our story. And keep up your great work and continue in the future. Companies like ourselves.
Greg Voisen
Appreciate that.
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