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WISE, a Canadian, natural and eco-friendly personal care line launched in September 2017, began its story in a Montreal barber’s chair. Simon Chercuite, a hair stylist turned barber with 15+ years under his belt, noticed that several of his clients, including himself, searched unsuccessfully for men’s care products to suit their lifestyle, and more particularly, their social values. He and I clicked during one of my many haircuts, and went on to assemble like minded entrepreneurs to found Wise. With brand values deeply rooted in current consumer concerns, Wise meets the needs of a new generation of savvy consumers: those who are conscientious about personal care, are health-minded and want carefully prepared products, from the choice of ingredients to the smallest packaging detail. Moreover, Wise products are the first to be offered in a dual line of eco-responsible packaging, enabling the reuse of glass jars. In addition to being available in reusable glass containers, each product is also offered in minimalist, lower-cost recyclable packaging. Bought as a duo (both glass and recyclable containers), the recyclable version (which uses 80% less plastic than other brands) becomes a refill of its glass equivalent, or can be simply used as is as well. Each of the products features a Canadian botanical ingredient selected for its beneficial properties for skin and hair.
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