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On the Mindset Mastery Moments podcast, Dip’s founder Kate Assaraf breaks down why plastic-free haircare is no longer a niche trend but a necessary shift in how consumers think about beauty, sustainability and trust. The conversation explores strategic sustainability, the rise of refill stores, and the backlash against influencer culture and AI-generated reviews, offering a clear path forward for conscious shoppers who want real results without the plastic or the pretense.

A mom-built, plastic-free hair brand that refuses to sell on Amazon, helps keep local refill shops alive, donates $50,000 to Surfrider, and somehow made a conditioner bar that replaces 12 luxury tubes? 🤯   This episode with Dip founder Kate Assaraf is the blueprint for sustainable hair care that actually works, supports real stores, and fits real family life (detangling kids included). Read the post to hear how she did it, why she said no to influencers, and how your shampoo choice can actually support your community — not just your shower.

Consumers are tired of being marketed to. They want honesty, performance, and values that align with their own. Dip’s journey proves that people powered growth is not only possible, it is resilient in an economy shaped by skepticism and choice overload. When customers trust you, they do your marketing for you.

A brand that protects independent retailers—not one that uses them When retailers first hear about Dip, many assume we’re like every other beauty brand: using small stores as a stepping stone to a bigger, mass-market strategy.We break that misconception immediately. Dip does not see independent retailers as temporary distribution.We see you as partners.We grow because of you—not past you. We don’t chase big box.We don’t chase Amazon.We chase relationships, trust, and Main Street resilience.

Shampoo bar Vs. liquid: Which format fits your routine, values, and hair goals? Dip Breaks down the differences and find what works best for your lifestyle.

Learn how to use a shampoo bar properly, from lather to rinse with Dip. Get expert tips, product picks, and routines for every hair type, without the plastic.

Silicone free haircare from Dip clears buildup, restores volume, and reveals real texture without toxins. See why Dip is redefining clean performance.

Phthalate free haircare with Dip means safer, cleaner products for your scalp and skin, learn what it is, why it matters, and how to make the switch smartly.

We have worked with hundreds of vendors. No one advocates harder for small shops than Dip. No one pushes customers to shop local the way Dip does. Dip is the number one supporter of refill stores. Period.

In the interview, Kate shared how twenty years in beauty and a decade of studying sustainability pushed her to build something different. Instead of chasing influencer hype, fake reviews, and never ending ads, she built DIP around a simple idea. Real sustainability happens in local stores with real people guiding real purchases.