Christina Ramirez: The CEO of Plus Ultra Is Fighting To Save The Environment One Toothbrush At A Time

How can you save the environment? Seems like a big task, right? Well, it’s a good thing that women have great problem solving skills then. Take Christina Ramirez for example, who turned her global studies student project into a successful company, Plus Ultra. While the whole world is focusing on abolishing plastic straws (Starbucks and McDonalds have stopped using them already), Ramirez turned her focus towards another every day plastic item - toothbrushes - and Plus Ultra’s mission is to replace plastic ones with sustainable toothbrushes made of bamboo.

Ramirez started by finding out all she could do about the retail industry, specifically the healthy lifestyle sector, and she gave up her job to go work as a cashier in Whole Foods. Four years later, she had moved up to buyer for the company’s lifestyle department and eventually approached them with her idea for an eco friendly toothbrush. Whole Foods loved the idea and agreed to stock it in their stores. The company officially launched in 2012 and is now generating $1-$2 million in sales a year.

"In five years, I'd love for us to be even bigger with a full collection of eco-friendly products that give consumers an affordable alternative to using plastic products" -    Ramirez, CNN Money    (Imae credit: Plus Ultra)

"In five years, I'd love for us to be even bigger with a full collection of eco-friendly products that give consumers an affordable alternative to using plastic products" - Ramirez, CNN Money (Imae credit: Plus Ultra)

Ramirez’s passion for the environment is the driving force behind the company and the reason her customers embraced her idea. It all started when she saw a video about the garbage patches in the ocean, just one of them is five times the size of Texas. It was a major shock but one that only made her work harder and today, her toothbrushes are stocked in healthy lifestyle stores across 20 states and growth is on the up.

We love seeing products like Plus Ultra come to market because they are proof of a female strength in not only having a strong business acumen but creating companies that make the world a better place. If you have your own startup and could do with some support from other women who are doing the same, join the Startups & Business group on Shello to connect with and share your stories with other likeminded women today.