Marco Crisciotti KAPURE reimagines shampoo with single-use, dissolvable capsules that erase packaging waste. A real solution born from a real problem.
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Ever poured too much shampoo into your hand and instantly regretted it? Too little, and you’ve got to start over. Too much, and it’s wasted—along with the plastic bottle it came in. Each month, millions of shampoo bottles end up in landfills or oceans. But what if that waste didn’t need to exist in the first place?
The question that changes everything
KAPURE asks us to reconsider a fundamental assumption: Why should we accept waste as inevitable when we can simply design it out of the equation? In a world where sustainability is no longer a buzzword but a baseline, innovations like this feel less like an option and more like an obligation.
The real revolution here isn’t a fancy gadget or AI integration. It’s a mindset shift. One that pushes us to stop seeing packaging as a necessary evil—and instead imagine it as a seamless, vanishing part of the product. A packaging that doesn’t end up in the trash, because it literally disappears.
Still in its development phase as a university thesis project, KAPURE aims to become a commercial reality—available and affordable to everyone.
Born from a bathroom frustration
The idea took shape during one of those all-too-familiar moments: you’re in the shower, squeeze the bottle, and out comes a blob of conditioner big enough for three heads. You can’t put it back in. You either waste it, or lather up like it’s a spa day.
From that minor frustration was born KAPURE—a revolutionary rethink of how we package and consume hair care products. Entirely Italian, the project is a contender for the James Dyson Award 2025, an international design and engineering competition currently taking place across 28 countries and regions. The JDA encourages students and recent graduates to create solutions for real-world problems, large and small.
What makes KAPURE different? It proposes single-dose capsules containing concentrated shampoo and conditioner, wrapped in a film that dissolves entirely in water.
How invisible packaging works
The core of KAPURE’s innovation lies in its radical simplicity. Each capsule delivers 0.68 fl oz (20 ml) of highly concentrated product—just the right amount for one wash. The outer film is made from PVA (Polyvinyl Alcohol), a biodegradable and water-soluble material that melts away on contact with water.
But the real magic lies in the secondary packaging. Instead of plastic, the capsules are housed in “Kaizen” paper, made of ultra-short cellulose microfibers. This paper disperses quickly in both hot and cold water—leaving nothing behind. No bottle. No cap. No guilt.
While much of the market has pivoted toward solid shampoos or refillable “eco” bottles, KAPURE takes a completely different path. It doesn’t just tweak the formula—it reimagines the entire experience:
- You never use too much or too little.
- It’s perfect for travel, the gym, or simplifying your routine.
- Every dose is hygienic and freshly sealed.
- And the packaging? It vanishes. No waste. No cleanup.
Behind the science
What appears to be a simple product is, in fact, backed by months of trial, error, and deep research. The KAPURE team tested numerous packaging options, rejecting those that were too expensive, too complex, or insufficiently sustainable. They discovered that true innovation often lies in the most elegant, pared-down solutions.
The concentrated formula also plays a huge role. Not only does it work with fewer ingredients, it slashes the environmental impact tied to manufacturing, shipping, and disposal. One standard bottle of shampoo—about 8.5 fl oz (250 ml)—translates to around 12 KAPURE capsules, but with a dramatically lower environmental footprint.
Perhaps what makes KAPURE most exciting is that it’s not some far-off sci-fi concept. It’s real, it’s in development, and it’s designed to scale.
Next up? Fine-tuning the liquid concentrate itself. The goal is to create a product that’s gentle on all hair types and scalps, offering a pleasant and effective wash for everyone.
Because in the end, KAPURE isn’t asking consumers to sacrifice—it’s offering them something better. A cleaner conscience, a smarter routine, and a glimpse at the future of beauty.
