Jovanka Backhus and Randi Kittlitz studied social economics at the University of Hamburg, majoring in business administration and finance. The interdisciplinary nature of their studies showed them that profit-oriented business can also function ecologically, socially and fairly. This inspired them to start a company that counteracts climate change. beyourpilot supported them in this endeavour. Last week the women announced the sale of their brand JONDI&MOON.
An innovative start-up dedicated to sustainability has reached a significant milestone: founders Randi Kittlitz and Jovanka Backhus have sold their brand JONDI&MOON. What started as a small university project at the University of Hamburg almost four years ago has grown into a successful brand for sustainable cosmetics.
JONDI&MOON was launched as part of a seminar on start-ups at the University of Hamburg. The two students, who are studying social economics with a focus on business administration and finance, wanted to make a contribution to sustainability and came across the problem of environmentally harmful toothpaste tubes. Based on this motivation, they developed an innovative solution: refillable toothpaste in glass dispensers.
One of the biggest challenges for the start-up was financing. Thanks to their business knowledge from their studies and the support of the University of Hamburg’s start-up service and the beyourpilot start-up consultancy, they were able to successfully apply for the EXIST start-up grant. This financial support enabled them to found the company.
However, the road to success was not without obstacles: The founders had to rely on the expertise of others and hold their own in a conservative and male-dominated packaging industry. They faced insecurities and challenges, but they learned and evolved.
JONDI&MOON’s mission was to save packaging waste and inspire people to consume sustainably. Their first product, the refillable toothpaste in a glass dispenser, gained great recognition within the first year and was sold to well-known companies such as Dirk Rossmann GmbH, IWAN BUDNIKOWSKY GmbH & Co. KG and Rewe Center Stanislawski & Laas.
As the company grew, it became necessary for Randi and Jovanka to bring in a larger team and more expertise. Their ultimate goal of saving packaging waste led them to the decision to sell the JONDI&MOON brand. They found the right successors in MLNT lab – a brand of Malantis GmbH – who share their values and will continue and expand the brand.
“Even though it was a more than difficult decision for us, we are very happy that our story will be told with MLNT Lab. Randi Sophie Kittlitz will stay on board as a brand consultant and help make JONDI&MOON even bigger,” the founders announced last week.
For MLNT lab, the purchase of JONDI&MOON offers the opportunity to expand their portfolio with an established and sustainable brand. They plan to further expand JONDI&MOON’s product range and promote awareness of sustainable consumption. The long-term vision is to make JONDI&MOON a leading brand for sustainable cosmetics and to positively influence the industry.
The story of JONDI&MOON is an example of the change that is taking place in the business world. More and more companies are recognising the importance of sustainability and are looking for environmentally friendly alternatives. Startups like JONDI&MOON play an important role in developing innovative solutions and paving the way to a more sustainable future.
About the Environmental Innovation Programme (UIP):
The “Programme for the Promotion of Investments with Demonstration Character for the Reduction of Environmental Impacts”, in short: Environmental Innovation Programme (UIP), supports companies in innovative large-scale pilot projects with environmental relief potential: projects with exemplary character that have not been implemented on the market in this way before. They show how new technological processes can be used and combined to protect the environment.
Further information on the funding programme and the project is available at:http://www.umweltinnovationsprogramm.de/projekte
We report on the founding story of JONDI&MOON in our Startup Stories.
More information about the start-up JONDI&MOON can be found on the company’s homepage.
JONDI&MOON’s products are available for purchase in their own online shop .