At the beginning of this Spring, tattoo artist and entrepreneur Dr. Woo was on track to launch his new business venture, PROJECTWOO, with the first release being his namesake skincare line, WOO. That all came to a halt when the outbreak of COVID-19 began, forcing Dr. Woo to re-strategize the full brand launch to later this year. With news about the severity of the health crisis spreading worldwide, the artist along with his wife Jayme decided to shift the focus of WOO in order to aid others.

Feeling the sense of urgency to help, Dr. Woo decided on repurposing the inventory originally set aside for the main launch and release a set of his WOO Gentle Cleansing Soap, donating all profits from sales made to help support Baby 2 Baby, a non-profit providing help for children and families in poverty, in an effort to provide relief towards the virus. Originally designed to help the skin remain clean and healthy after a tattoo session, the soap takes on a whole new meaning in the midst of this global pandemic.

WOO, your namesake skincare line, has just launched its first product being the Gentle Cleaning Soap. In the midst of the current global health crisis, why was it so important to shift gears of the launch and donate all profits to Baby2Baby? 

The pivot at its core was that we went from trying to present something to our community, to presenting something for our community. We had a lot of momentum going towards the launch of this new brand, but when the pandemic happened we became much more community-focused and we decided to pivot direction to try to spread a message of safety and support for those around us, using the resources that we had.

Where did the initial concept for the Gentle Cleansing soap originate from? Was there a particular niche in the market you felt you could tap into?

The original idea was trying to mix a daily nourishing cleansing soap that was also perfect for aiding the healing process of a new tattoo. 

I heard that the soap is only made with 5 clean ingredients! How long did that formula take to perfect? 

It took around a year and a half to perfect. Turns out it’s very difficult and costly to have fewer ingredients rather than many.

PROJECTWOO is your latest endeavor, with hopes to become a lifestyle brand. What other releases could we expect to see from the line? 

Stay tuned this Fall to see what is next but you will not be disappointed!

WOO is available to purchase now at projectwoo.co