01
Everyday Rituals
Things people have been doing for years — somewhere else.
What we look for
The interesting part isn't always the product.
Sometimes it's the ritual behind it.
Sometimes it's a material we've never seen used that way.
Sometimes it's an everyday problem solved with a completely different idea.
That's what catches our attention.
02
Unexpected Ideas
Familiar categories approached differently.
03
Small Discoveries
Products that make you stop and think, “Why don't we have this here?”
What we've found
Six things worth knowing about.
Everyday ideas, products and rituals we've come across that made us stop and look twice.
Phitku
A surprisingly simple approach to everyday odor control. →
Discovery Two
A small idea that makes an everyday task easier. →
Discovery Three
Something familiar, approached in a completely different way. →
Discovery Four
An everyday ingredient with a story you probably haven't heard. →
Discovery Five
A ritual that's been quietly solving the same problem for years. →
Discovery Six
A beautiful solution to a very ordinary problem. →
INDIA PERSONAL CARE
India does deodorant differently.
In India, crystal deodorants aren't exactly a new idea.
Phitku takes a mineral crystal traditionally used for odor control and
turns it into a surprisingly simple everyday deodorant.
No complicated formula. No elaborate routine.
Just a very different approach to something most of us use every day.
From here, we keep looking.
India is where we started.
There are many more everyday ideas worth finding.
India
Japan
Korea
Pakistan
Middle East
More to come