Optiat Launches in WholeFoods


Wed, 14th Jun 2017

Optiat, the nature-friendly beauty company, is thrilled to announce the roll-out of its full range of natural, sustainable coffee scrubs across WholeFoods’ 9 UK stores (full store list below). WholeFoods represents the second major supermarket chain to stock Optiat’s range of coffee scrubs, following hot on the heels of Planet Organic.

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The Optiat range was originally conceived by sibling duo William and Anna (above) at the beginning of 2016 when, after purchasing a cafetiere, they began to consider the different ways that the discarded coffee grounds could be utilised. Combined with the abundance of negative press about plastic microbeads and their adverse effect on the environment, the idea of an eco-friendly body scrub made from repurposed coffee began to take shape.

Coffee grounds are a natural exfoliator, gently removing the surface layer of dead skin cells leaving the skin feeling soft and smooth. The caffeine in the coffee stimulates the circulation, drawing fresh blood to areas in need, helping to fight skin complaints such as cellulite, stretch marks, acne and eczema. Unlike many of their competitors who use Robusta grounds, Optiat uses Arabica coffee grounds. The more expensive Arabica coffee is much higher in quality than Robusta, which is mainly used in instant coffee. Optiat chooses to use the higher quality grounds because, in their opinion, why would you feel comfortable putting something on your skin that you wouldn’t put in your mouth?

Optiat are the only coffee scrub company to develop a highly-guarded formulation that allows the scrub to be housed in a tube, minimising mess, waste and making for a highly-enjoyable shower-time experience. The formulation includes Shea Butter which hydrates and moisturises the skin, meaning that post-scrub, one doesn’t need to use a moisturiser.


“We are absolutely delighted that WholeFoods has chosen to support us in our desire to promote the use of ingredients that would otherwise be discarded. Our focus on natural, sustainable ingredients ties in closely with WholeFoods, so we are a natural fit. We look forward to providing further updates with new products and stockists soon!”

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The current range of scents are:

  • ‘Hit The Sheets’ Vanilla Velvet: created for use before an early night, the effect of the vanilla in the scrub will calm your mind and ease respiration to allow for an uninterrupted night’s sleep.
  • ‘Pick Me Up’ Lemongrass Lifter: a post-exercise boost, this scrub will help to lighten your mood at the same time as deodorising.
  • ‘Feel Great’ Mouthwatering Mandarin: assert your prowess by using this flavour prior to a date or night out with the girls. Mandarin scent calms anxious, nervous minds and uplifts negative feeling so you’ll be feeling uber-confident before strutting your stuff.
  • ‘The Hungover’ Potent Peppermint: a revitalising scrub that gently cleanses the skin of the effects of the night before. The strong, cooling scent is the ideal antidote to a heavy ‘session’ as the fragrance has been proven to help alleviate headaches and nausea symptoms whilst also sharpening focus and enhancing your mood.

William comments: “My research led me to discover that approximately 8 million tonnes of coffee grounds are sent to landfill every year globally.  As the organic matter consumes a large amount of oxygen, this is hugely bad for the environment.  To me, it makes perfect sense to tap into the potential of the discarded coffee grounds, especially as the benefits are so plentiful. 

“We are absolutely delighted that WholeFoods has chosen to support us in our desire to promote the use of ingredients that would otherwise be discarded. Our focus on natural, sustainable ingredients ties in closely with WholeFoods, so we are a natural fit. We look forward to providing further updates with new products and stockists soon!”

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