The People Behind Our Boxes: Ben Grace, SBTRCT Founder

The items our launch brands are creating and their founders' shared vision of a better future leave us at BRiMM in total awe. Case in point: Ben Grace, the founder of SBTRCT, an award-winning, waterless, ‘solid’ skincare brand. Ben has challenged industry norms with SBTRCT, which, at only five years old, has already won more than 25 awards. Here‘s where it all began, and where it’s going. 

What were you doing before you started SBTRCT?
“Prior to SBTRCT I had a 20-year career building various CPG [Consumer Packaged Goods] brands. This included 10 years with men’s skincare brand Bulldog, where I began as an investor and the first employee, later becoming MD and taking the business to exit. My time at Bulldog and within that start-up environment is what developed my thirst for creating new brands to disrupt the market and a passion for product and design. The creation of my own has always been an itch I needed to scratch and so it was just a question of what and when.”

So, when did SBTRCT launch?
“We launched in September 2020.  It was a funny time with COVID having delayed things a little and the future being such an unknown for everyone. Still, we bit the bullet and I’m glad we did. Timing is everything when it comes to launching, but equally, waiting for that perfect moment can also be a risk, you don’t want the opportunity to pass. At some point, you have to be bold and just go for it!”

Why did you decide to launch a brand like SBTRCT?
“Bulldog’s sale in 2017 gave me the opportunity to take time out from the industry to re-evaluate my life. My reflection coincided with a number of new trends – awareness of the plastic problem, the sense that humankind needs to change its ways, a feeling that a world of materialism and over-consumption is not the path to happiness.

“As I wasn’t earning, I naturally watched the pennies a little more. I only bought things I felt I really needed. I tried to simplify my life. I found I felt happier and healthier. I also found that I valued things more. I’d save for things I really felt would add value to my life. I’ve always been frugal and hated waste, but these trends, more than ever, seemed to coincide perfectly with my new way of life.

“It was this ‘less is more’ philosophy that I wanted to apply to the world of skincare. It seemed ironic to me that an industry created to cleanse and care was making our planet a dirty place. I wanted to help clean things up. It was this that took me to developing expert formulations in a zero-waste solid state.” 

Where did the name come from?
“SBTRCT, pronounced ‘Subtract’ was born out of that one guiding principle: less is more. By stripping out all the things we don’t need in life, we are more able to love the things we have made a conscious choice to keep. We apply this ethos to everything we do.  Removing the vowels seemed the obvious step to take!”

What would you say is your true USP?
“Simply put, it’s our formulations that set us apart. Not only does their solid state tackle the biggest environmental challenges faced by our industry – plastic pollution, water waste and an over-reliance on palm oil – but their concentrated nature means your skin gets more of the very best nourishing ingredients that deliver best-in-class results. I am particularly proud of our two world-first solid formulations: our Vitamin C Booster and Rejuvenating Night Balm with Granactive Retinoid.”

What is the biggest goal you hope to achieve?
“We constantly strive to be better than what else is on offer when it comes to our products. We want to be better for your skin and better for the planet. Our mission is to establish ourselves as the leading zero-waste expert skincare brand. Elevating people’s skincare experience and proving that there is another way.” 

What has been the hardest challenge to overcome?
“The perceived value of packaging. Rightly or wrongly many see a fancy bottle and think it’s worth more or even has better ingredients. My job is to demonstrate that it’s not, by creating incredibly high performing products that, with their accessories, match people’s aspirations and expectations with their ethics.”

What highlights have stuck out since your inception?
“There have been a couple of highlights for the business… Firstly, winning ‘Best Zero Waste Brand’ in the Marie Claire Sustainability Awards twice (in 2022 and 2024) was a fantastic achievement for us. Doing it not once, but twice shows we’re consistently delivering the very best. Secondly, for the business, and for me personally, being invited to sit on the British Beauty Council Advisory Board was a huge honour. It has helped the business no-end in terms of profile and network and also demonstrates the Council’s commitment to really tackling the industry’s biggest environmental challenges.” 

What quote do you hold close to you?
“When starting out with SBTRCT a friend of mine had recommended a book he thought I might be interested in called Wabi Sabi: Japanese Wisdom for a Perfectly Imperfect Life by Beth Kempton. In the book there is a passage that reads…

Less stuff, more soul. 

Less hustle, more ease. 

Less chaos, more calm.

Less mass consumption, more unique creation.

Less complexity, more clarity. 

Less judgement, more forgiveness.

Less bravado, more truth.

Less resistance, more resilience. 

Less control, more surrender.

Less head, more heart.

With Beth’s kind permission these words adorn all our product packaging. 

Need I say anymore?” 

SBTRCT’s Discover Set featuring its award-winning Gentle Foaming Cleanser and Moisturising Facial Balm can be found in our Plastic-Free Reset Box, the full contents of which will be revealed very soon