Behind the scenes

Spilling the beans – our journey squeezed into a 5 minute read

“ari” means water in Songhay languages.
The word “ari” has an undoubtedly powerful meaning in its community and water has a lead role in our story too.

Water was where it all started with Ari. As we witnessed tons of water being shipped across borders as the main ingredient of personal care and household products, we came up with an idea to revolutionise the industry.
With Ari, our mission is to use less water, transport less water and give access to safe water to people who experience the lack of it the most. West Africa is one of the regions where access to safe water is among the lowest in the world, and in the languages spoken by the people of that area, water is “ari”.

It’s not about luck.
It’s about unwavering determination, strong will and hard work.
Pursuing what makes you happy is everything. Especially when it makes the Earth happy too.

Letter from our CEO – Let’s start from the beginning

The summer of 2019 took us on a family road trip with our 2-year old daughter. As we reached Poland, we got stuck in a traffic jam packed with trucks, covering 3-4 lanes as far as our eyes could see, many of them transporting personal & home care products that line our supermarket shelves. Once myself and my husband realised that the very same bottles consist of roughly 90% of water, our world changed.

Why can’t we utilise something readily available locally instead of wasting scarce resources for packaging and importing goods from far away? The bleak, but honest, picture below came to me in a dream…And by the morning the idea of ari was born.

One thing available in most of the Western world is clean and safe tap water. We don’t need trucks, ferries and airplanes taking it across borders. So the “small” task we had ahead of us was one that could change it all and revolutionise the industry: come up with an innovative formula that allows water to be added by the end user, minimising carbon footprint from shipping and producing no plastic waste.

Our vision took off: We have a dreamteam

2020 – we shook hands with the top scientists, who worked hard to come up with an organic and vegan formula for a hand wash, our first powder-to-foam product that ticked all the boxes.

2021 – our production and marketing team works from an office with a peaceful view over the roofs of Tallinn, and our brand new in-house production facility is running on solar power.

2022 – you can find ari from homes around the world. Will you help us achieve that?

What is most important for us? Intelligent innovation in every step of our journey. Questioning the old dogmas and doing our own research. Being agile and having courage to go where no one else has gone before. Starting a revolution.

We have tried many different roles – from practicing procurement law to running a small restaurant – but once we launched Ari, we knew it can bring happiness to many people around the globe. From the people who use our products, to the families who get access to safe water through our work with Water.org charity. And that is what makes us truly happy.

Join our foaming revolution
and save the Earth at the same time

CEO

People Behind Ari

If you want to go quickly, go alone. If you want to go far, go together.
– African Proverb

Kelly
KellyChief Executive Officer
Kelly cares about health and having good laughs.
Arvo
ArvoChief Operating Officer
Arvo cares about his family and good wine.
Silver
SilverChief Marketing Officer
Silver cares about Dungeons&Dragons and tea.
Merilyn
MerilynCreative Manager
Merilyn cares about empowering people and dark chocolate.
Risto
RistoProduction Manager
Risto cares about high quality and fast cars.
Marili
MariliSocial Media Manager
Marili cares about finding beauty in everyday life. Also food.
Drew
DrewHead of Operations in North America
Drew cares about family, friends and basketball.

Our Facilities

Our production facility is right downstairs from the Ari office

Our office is in a nostalgic building in Tallinn that used to be a shoe factory churning out 2 million pairs of shoes every year. As the factory closed in 1986, it became a home to many modern businesses and also accommodates our own solar powered in-house production facility.

Our office is in a nostalgic building in Tallinn that used to be a shoe factory churning out 2 million pairs of shoes every year. As the factory closed in 1986, it became a home to many modern businesses and also accommodates our own solar powered in-house production facility.