Founded Paris 2020, Unbottled is a certified B-Corp making high-performance solid cosmetics in FSC cardboard — plastic-free, made in France, stocked at Sephora Europe.
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See all ads on AdLibrary →Unbottled was founded in 2020 by former cosmetics exec Sarah Pouchet and Benjamin Legros to eliminate plastic from the bathroom. Their solid shampoos, conditioners, and shower gels are made in France and packaged in FSC-certified cardboard. A certified B-Corp, Unbottled now sells through its DTC site, own Paris boutiques, and Sephora Europe.
Unbottled's ad strategy leads with the sustainability problem — 'your bathroom generates X plastic bottles per year' — before presenting the solid format as the obvious solution. B-Corp certification and Sephora credibility are used as trust signals in paid placements. View Unbottled's ads on AdLibrary.
Meta campaigns feature satisfying lather and foam videos that overcome the tactile barrier of buying solid cosmetics online. Unboxing UGC showing the minimal cardboard packaging is heavily repurposed in paid ads. Targeting focuses on eco-conscious consumers and zero-waste lifestyle audiences.
Core copy themes: plastic-free impact ('no bottle, same results'), sensorial performance ('ultra-foaming, professional-grade'), and made-in-France quality. Comparison creative ('one solid bar = 3 liquid bottles') performs well for conversion.
Unbottled shows that problem-framing ads ('you generate 80 plastic bottles a year') outperform solution-first creative for new-format products where consumer habits need disrupting. Their Sephora placement validates quality for skeptics — retail credibility accelerates DTC conversion for unfamiliar formats.
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