After three years of work, Fetisha Williams is launching her own brand. First up is a body wash designed to do several jobs in the bathroom.
When Fetisha Williams was growing up in Miami, the family didn’t have much to get by on. Her mother was good at finding solutions with what they had available. If Fetisha was sunburnt, her mother might prepare a bath with milk and herbs.
Her mother’s resourcefulness has become part of the inspiration behind DRØY, Williams’ new brand.
– We don’t want to create more unnecessary products, but rather good solutions that make everyday life a little easier, says Fetisha.
Wants to clear space on the bathroom shelf
The first product to launch is DRØY Body Wash. According to the brand, it can be used as body wash, shampoo, face wash and intimate wash. The ambition is for one bottle to replace several products in everyday life.
According to the DRØY team, the wash also has a low pH and has been developed with sensitive skin in mind.
Behind the launch lie three years of development together with the family business På Stell and their chemists. Parts of the process have also been shown in Bloggerne, where Williams and Gisle Agledahl visit På Stell’s factory in Skien.
The day is finally here
For Williams, it’s a big moment to finally be able to share the result.
– My heart is full, she says.
She says she is incredibly proud of the product, and that after three years of hard work it’s hard to put into words how special it is to introduce DRØY to the world. Both she and the team are looking forward to what comes next.
Williams also wants the brand to challenge overconsumption, and highlights sustainability as a central ambition.
– There’s sustainability at every stage. Please scrutinise us, I challenge you!
DRØY Body Wash will initially be sold exclusively at droy.no and Farmasiet.