Josh Howard is cleaning up the single-use soap market

Published: 25 May 2022
young white male with brown hair and light facial hair smiling and wearing black t-shirt with Single Use Ain't Sexy in white print on the right holding a white bottle with his arm stretched forward towards the camera Josh Howard, founder and CEO of Single Use Ain't Sexy.

Josh Howard is the founder and CEO of sustainable hand soap brand Single Use Ain’t Sexy. So far, the business has saved tens of thousands of single-use plastic bottles from landfill, by replacing them with Australia’s first dissolvable hand soap tablets and reusable glass soap bottles. He spoke to us about why he’s on a mission to end single-use plastics in his industry.

Why are you interested in the circular economy? 

Because it’s the obvious best hope we have to ensure we don’t use more than we have. I also love simple concepts and I think living circular is beautifully simple.

How did you get started and what advice do you have for others taking their first steps in the circular economy? 

Start small and don’t feel overwhelmed or bogged down by not doing everything perfectly. I am a firm believer in progress over perfection. Small incremental changes eventually lead to significant steps that all collectively add up.

Describe your business/organisation and why it’s important to the circular economy?

Single Use Ain’t Sexy is Australia’s number one sustainable hand soap business. Our market-first foaming dissolvable hand soap tablets (just like Berocca!) and reusable glass bottles have saved more than 70,000 single-use plastic soap bottles from landfill.

What is your role in the business?

I am the founder and CEO which means I do a little bit of everything to keep the business, brand and mission on track to hit our impact targets. It’s an endless mix of fun, relentless problem solving, creative strategising and figuring out quicker, faster and more efficient ways of doing everything.

Can you describe what makes your business model unique in the circular economy?

Each one of our ‘just add water’ dissolvable soap tablets used, equals another single-use plastic bottle saved from landfill. Additionally, by not shipping water we are helping our Aussie customers significantly minimise their carbon footprint in the supply chain.

We have also made sexy looking products wrapped in a cheeky, authentic and irreverent Aussie brand which is offering an awesome alternative to people wanting to support the circular economy.

What challenges have you faced and how have you overcome them? 

The challenges faced by any small but fast-growing business are endless and create a constant need to change and evolve. Being the first ‘just add water’ soap tablet player in Australia meant we have had to spend a lot of time and money educating Aussies about why our products are a much better alternative.

How can people connect with you?

 You can connect with me on Linkedin or by email at