Plastic-free future.
How Can We Eliminate Plastic Pollution by Developing Sustainable Packaging Solutions That Seamlessly Integrate into the Natural Environment?
If you’re interested in a world without plastic pollution, listen to my guest this week on the Brave New Girls podcast: Insiya Jafferjee, founder of Shellworks and Winner of the Veuve Clicquot Bold Woman Future Award 2025 for her entrepreneurial daring and ethical innovation.
Insiya’s company Shellworks is on a mission to eliminate plastic by creating the future of sustainable materials- safe for us and the environment. Their flagship material, Vivomer, behaves like plastic while in use (even in the dishwasher) but completely decomposes in soil, ocean, or landfill thanks to the power of microorganisms. There’s no toxicity, no microplastic residue- just a return to nature.
What makes Vivomer so radical is its alignment with biology. Instead of trying to improve recycling or create new processes for managing plastic waste, Insiya went straight to nature. Microorganisms produce this material naturally and, once finished with its useful life, other microbes simply eat it. It’s a perfect circular solution.
But getting a world-changing product to market isn’t easy. Shellworks has battled resistance in the market, fear of innovation, and a long journey of resilience. The hardest part isn’t the science- it’s commercialising it; convincing companies to try something new when the old systems are so entrenched.
Yet the tide is turning. Early adopters like Wild Cosmetics- now stocked in Holland & Barrett, Boots, and Tesco- have embraced Shellworks' sustainable packaging. These businesses are proving that consumers want alternatives to plastic, and they’re willing to pay a little more for better impact.
Insiya’s journey took her from growing up in Sri Lanka amid civil unrest, to Stanford, to leading a cutting-edge material science company in the UK. Her courage, curiosity, and unshakable sense of justice have driven her to create something the world desperately needs.
And we can all take a step too.
Brave New Girl- How to Be Fearless.
10 Actionable Steps for a better future.
1. Choose plastic-free packaging: Look for products labelled “home compostable,” “non-toxic,” or “plastic-free.”
2. Shop from ethical brands: Support businesses that prioritise sustainability and aren’t afraid to innovate.
3. Spread the word: Tell your friends, share Shellworks' story, and talk about plastic-free alternatives.
4. Ask questions: Message your favourite brands- ask them what they’re doing about packaging waste.
5. Vote with your wallet: When possible, choose products that align with your values, even if they cost a little more.
6. Compost at home: If you buy home-compostable products, make use of your compost bin to close the loop.
7. Educate yourself: Learn about the impact of microplastics and toxins in conventional plastic.
8. Support policy change: Advocate for legislation that limits plastic and incentivises alternatives.
9. Invest in innovators: If you can, support startups like Shellworks through crowdfunding or sustainable investing.
10. Stay hopeful and informed: Real change is possible—and happening.
Shellworks founder Insiya Jaferjee is showing us how nature-based materials like Vivomer can replace plastic and help restore our planet.
PS. Listen HERE to INSIYA'S journey on BRAVE NEW GIRLS podcast to hear how she helps us create well beings on a well planet.
