Upfront Cosmetics, the Nackawic, NB-based maker of eco-friendly baby shampoo, now sells its soap in close to 275 stores and has inked a 14-store deal with Amazon.com-owned health food giant Whole Foods.
Launched in 2019 by Founder Alicia Sharp, Upfront was inspired by her attempts to find shampoo for her own child and her discovery that products were invariably packaged in environmentally taxing plastic bottles.
Upfront’s products, which are now available for both children and adults, are sold as solid bars so that they can be packaged in environmentally friendly paper wrapping.