In today’s personal care industry, packaging is more than a container—it’s part of the experience. Consumers want products that are sustainable, design-forward, and even fun to use. noodees, a South African startup founded by Katie Borland, is doing exactly that.
By combining vegan, plant-powered personal care powders with SmartSolve’s water-soluble, dissolvable packaging, noodees delivers zero waste and pure delight—turning the ordinary act of cleansing into something memorable.
From Fashion to Packaging: Katie’s Entrepreneurial Journey
Katie didn’t set out to start a beauty company. With a background in fashion and an entrepreneurial spirit, she originally set out to solve South Africa’s packaging challenges. She explained…
I thought it’s going to be so easy—we’ll just solve the bubble wrap problem, we’ll solve plastic versus paper, and bioplastics will be amazing.
But after diving into the world of packaging, she quickly realized how complex the challenges were and how limited the available solutions seemed. That’s when she discovered SmartSolve’s water-soluble packaging—a solution that ticked all the boxes others couldn’t. Katie laughed, reflecting on how her search for packaging innovation sparked the creation of noodees…
I say that I meant to start a packaging company, and I accidentally started a beauty company!
The packaging dissolves instantly in water, leaving nothing behind—an elegant solution for eco-conscious consumers seeking both luxury and convenience.
A Design-Forward Launch at Decorex
When it came time to launch, Katie chose Decorex Cape Town, one of Africa’s leading design showcases, rather than a traditional beauty expo. Katie explained…
I wanted to position noodees as a design product, tapping into the functionality of the packaging as such a big feature. It’s not just a soap or a pretty product—it’s about design and tech.
It was a bold move, and it worked. Decorex 2025 drew 24,572 attendees, a 19% increase from the previous year, with trade attendance up 30%.
The noodees Product Line
Today, noodees offers two products, both centered on the dissolvable packaging experience:
- Daily Glow Face Polish Powder – a single-serve cleanser in a dissolvable sachet, designed to deliver a luxury face wash on the go.
- On-the-Go Handwash Powder – a portable, water-activated handwash for clean hands anytime, anywhere.
Looking ahead, Katie envisions expanding noodees with new fragrances and a wider range of personal care products, always anchored in her mission of sustainability and design-forward delight.
Pure Delight: The Sink Demo
At her booth, Katie brought the packaging to life—literally—with a working sink. Visitors dropped the sachets into water and watched as the packaging dissolved completely.
The result was unforgettable! Attendees were amazed by the zero-waste “magic trick,” and children especially loved the interactive element. What could have been a functional detail became a joyful experience—proof that packaging can delight while solving real sustainability challenges.
What’s Next for noodees?
Since her Decorex debut, Katie has entered business pitch competitions, including Digital Divas, where she’s seeking additional funding to scale production. noodees products are currently sold online and in select South African retailers, with plans to expand internationally, including through potential U.S. distribution.
With more fragrances and personal care formats on the horizon, noodees is just getting started! By choosing SmartSolve’s water-soluble packaging, Katie created a brand where packaging isn’t an afterthought—it’s the wow factor.
Marketing Manager