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Benzinga
Benzinga
Business
Paula Tudoran

From Zero‑Waste To Retail Domination: Gwyneth Paltrow‑Backed Startup Founder Ditched Disposable Diapers, Coffee, Body Wash For 2.5 Years [CORRECTED]

Gwyneth Paltrow Blueland Fortune Justin Timberlake
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Editor's Note: Certain figures have been removed or updated based on current data.

Sarah Paiji Yoo, co-founder and CEO of Blueland, lived a zero‑waste life for about two and a half years before launching her eco‑cleaning business backed by Gwyneth Paltrow and Justin Timberlake. During this radical period, her family reused cloth diapers, ditched disposable coffee cups, swapped body wash bottles for bar soaps, and carried reusable utensils and mugs everywhere. She told Fortune that the effort was intense but the impact felt tiny.

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