What if something as simple as your hand wash could be part of the solution to plastic pollution?

In this inspiring episode, we dive into the story behind Ascent, a New Zealand-based brand that’s rethinking personal care through sustainability and circular design. I’m joined by founder Patrick Jurriaans, the visionary behind Ascent’s Buy Once, Refill Forever approach—a refreshing model in a world overwhelmed by plastic.

What started as Patrick’s love for the ocean quickly grew into a mission to reduce plastic waste and shift consumer habits. Through Ascent, he’s proving that sustainable products can still offer quality, convenience, and thoughtful design. We talk about what it really takes to launch an eco-conscious business, why recycling isn’t the solution we think it is, and how small daily choices can ripple into meaningful impact.

You’ll also hear why businesses must take responsibility for their products beyond the point of sale—including what happens at the end of their life cycle. Patrick shares how Ascent is paving the way for new brands to embrace circular models that serve both people and the planet. Plus, he opens up about the inspiration behind their Ocean Foam Hand & Body Wash, and why using natural, locally sourced New Zealand ingredients is at the heart of their mission.

What you’ll learn in this episode:

• What a circular model really is—and why supporting brands using it matters more than ever before
• The impact of plastic waste and how no waste refills can be a game-changer
• Why patience, research, and perseverance matters in entrepreneurship
• Why convenience is key to helping people make more eco-conscious decisions
• The future of conscious consumerism and how you can be part of it

Who this episode is for:

Perfect for eco-conscious consumers, aspiring entrepreneurs, and anyone curious about building a business that puts the planet first.

Hit play, and let’s explore what’s possible when you combine passion, purpose, and innovation.

Let’s light up the world together, one idea at a time! 🌟

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Guest Information

Guest: Patrick Jurriaans from Ascent

Website: www.ascentrefills.nz

Instagram: @ascentrefills.nz

Facebook: Ascent Refills

Support the podcast and Ascent! Order the:

East Coast Hand & Body Wash Set

West Coast Hand & Body Wash Set

East Coast - Hand & Body Wash Gift Set

West Coast - Hand & Body Wash Gift Set

East & West Coast - Hand & Body Wash Duo set

Use code IDEAS10OFF at checkout for a 10% discount or click here to shop with the discount link.

Music & Sound Effects from Pixabay

Intro: Happy by John_Sib

Outro: Upbeat Ventures by Pumpupthemind

Sound Effect: Notification by Sound Reality

Ideas That Inspire © 2025 by Emily Gifford is licensed under CC BY-ND 4.0