Dasha Kichuk: Saving the Planet From Plastic Pollution With Eco-friendly Disposables

Dasha Kichuk: Effa

We are a Ukrainian Startup that saves the Planet from plastic pollution with eco-friendly disposables. Our first products are paper toothbrushes and razors. Effa products can easily become a part of everyday beauty and hygiene routine, at the same time making our Planet a better place.

Our mission is to replace disposable plastics in the world with green alternatives. And we start with simple everyday use products that help to significantly reduce plastic pollution in the world.

Companies that switch to eco-friendly products (such as hotels, hospitals, or airlines) visibly reduce plastic waste and get a better public image.

Apart from brushes and razors, Effa develops new products such as q tips, soap, and others. Now, these products are under construction and will be announced soon.

Speaking about manufacturing, principles of human ethics and sustainability are very important for us. Effa works only with certified suppliers, has patents in several counties, and upholds values of human ethics at all stages of production.

Tell us about yourself?

My name is Dasha and I am the CEO of Effa. We have created this company together with my husband, Ilya. He told me about the idea of a paper toothbrush on our first date, and here we are: a family of co-founders 🙂

If you could go back in time a year or two, what piece of advice would you give yourself?

Well, now we are surviving through the war. The worst thing, could ever happen to anyone, so my advice would be like that: Don’t be afraid of anything. You can survive more than you could ever imagine.

What problem does your business solve?

Effa is a startup whose main goal is to replace disposable plastics worldwide. To solve plastic pollution in the world, we make 100% recyclable hygiene amenities for multiple industries.

What is the inspiration behind your business?

Effa is a family-founded startup, the founders are Dasha and Ilya Kichuk. Ilya is an industrial and brand designer with more than 10 years of experience, has always dreamed of creating a product that can actually make our world a better place, and that is how Effa was born.

What is your magic sauce?

Have you ever seen a paper toothbrush?) We are the first ones who ever made it 🙂 The body of the Effa toothbrush is made of sugarcane-based paper and the head is PBT Nylon. Effa is different from other eco toothbrushes due to its construction and design.

It is perfect to use for 30 days, and after being used, you have to separate the head from the body and throw them into different bins for proper recycling. For the hospitality or healthcare market, there is a disposable product – single time use toothbrush.

It is perfect for hotels, airlines or hospitals, for example. It helps to significantly decrease the use of disposable plastic in multiple industries.

What is the plan for the next 5 years? What do you want to achieve?

We are willing to create a global brand of designer sustainable products, that will buy hyped not just because we are saving the planet, by we are trendy and attractive. We want to make sustainability the main trend for the next 10 years.

What is the biggest challenge you’ve faced so far?

Of course, saving ourselves and our business during the war was the biggest challenge. In February 2022 everything was ready to make Effa brush available in local groceries in Ukraine.

At the same time, we were developing sales worldwide and preparing for the SXSW conference in the USA. Invasion changed everything. From early morning 24 Kyiv was under heavy attack. At this time all the team was working full time from Unit City business center. It took many days to move all team members and their families to the west. Situation in Kyiv remains unsafe.

Of course, war affected our marketing, shipping, sales and entire workflow a lot. For the first days of invasion our goal was to keep everybody safe and rebuild our strategy according to the new reality.

Now most of the Effa team stays in western Ukraine, and our Marketing Communications manager moved to Berlin, where she continues meeting new clients and representing Effa. We are doing our best to keep the business growing, even in hard times.

We continue business development, sales, marketing and even manufacturing goods. Effa is currently ready to work with new clients and continue cooperating with existing companies worldwide.

How do people get involved/buy into your vision?

We are open to a partnership with the hospitality business, retail companies, governmental procurement, medical clinics, and other businesses. It is also possible for us to make collaborations and projects. To cooperate with Effa you can simply fill out the form on our website –

Written by Mark Kendall

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