Just Minding My Business

Today, we're tearing down the concept of "Clean Beauty" with a woman who built a company on the radical idea of honesty. Our guest is Kate Assaraf, founder of DIP, the sustainability-forward haircare company that's redefining beauty without plastic or pretense.After years inside the beauty machine, Kate witnessed firsthand how marketing excluded real women and, crucially, how "greenwashing" obscured the truth. She created DIP to disrupt this cycle, challenging the very language of the industry. DIP believes the era of "Clean Beauty" is over. As Kate puts it, calling something "clean" is often just a distraction—a term with no legal meaning that often fuels chemophobia, an unreasonable fear of chemicals. (Let's remember, water is a chemical, right?) DIP is calling time on misleading marketing callouts like "non-toxic," "chemical-free," and "naturally derived." Instead, they choose transparency, intentionality, and hard data.Kate Assaraf is the founder of DIP, a sustainability-forward haircare company redefinin