Let’s talk about something that doesn’t get enough airtime in business—or beauty: integrity. Because in a world full of greenwashed marketing and influencer noise, it’s rare to find a founder who leads with truth, builds with intention, and still manages to make you laugh while explaining why your “natural” shampoo might be doing more harm than good.

Kate Assaraf, founder of Dip, is that rare breed. She didn’t set out to create the next buzzy beauty brand. She set out to solve a problem: how to have truly great hair and live with less plastic—without giving up performance, pleasure, or your dignity in the shower.

And in doing so, she’s redefining what sustainable haircare can look (and feel) like.

When Sustainability Feels Like Self-Sacrifice

Raise your hand if you’ve ever bought a “green” product, felt instantly virtuous—and then secretly hated it. Yeah, same. Sustainable swaps often come with a catch: lower quality, higher prices, or results that just don’t cut it. And for women who’ve spent decades investing in their personal products, it can feel like a choice between values and effectiveness.

Kate gets it. She’s been that frustrated customer. The one with a graveyard of half-used bar shampoos and a return ticket to her high-end bottles. But instead of giving up, she got curious—and scrappy.

Real Talk (and Really Good Hair)

What makes Dip different isn’t just the ingredients (although they’re stellar) or the environmental impact (huge). It’s the philosophy behind it: that sustainable products shouldn’t preach, punish, or underperform. They should delight you. Surprise you. And make you want to share them with your friends.

In our conversation, Kate pulls back the curtain on essential oils (spoiler: they’re not always the cleanest option), the myths of “clean” beauty, and how growing up with very little taught her the value of doing more with less. We also talked about:

• The emotional weight of hair and beauty for women

• The quiet resilience of starting over (again)

• Why transparent marketing matters more than ever

Kate’s not trying to be the next big thing. She’s trying to be the right thing—for her customers, her kids, and the planet.

Ready to Reimagine Your Routine?

If you’re bar-curious, bar-skeptical, or just tired of brands that don’t walk their talk, this one’s for you. Because better hair and less plastic? That’s not just a tagline. It’s a quiet revolution—one bar at a time.

And those values and sentiments aren't just about hair care, they apply to everyday business practices. Want to build your business? Start by solving a problem, making it your mission, and marketing with integrity. What a great plan!

Check out Dip at dipalready.com.