Wet Women Surf Wax™ | C2C Pioneer

In 2006 — well before sustainability became a mainstream marketing message — Wet Women® launched the first Cradle to Cradle® certified surf wax in the world.

Wet Women Surf Wax™ was created as a nontoxic, biodegradable, and compostable wax designed to be harmless to the ocean, beaches, and the people who use it. It was rigorously evaluated and certified by MBDC as a Cradle to Cradle™ Biological Nutrient product. Later, the surf wax became Silver Certified by MBDC from 2008 through 2013.

The Inspiration

Morgan Fisher founded Wet Women®, LLC in 2004 on Maui, driven by a deep love for the water and genuine concern for its future. She wanted to create products that supported women in water sports, while also protecting the elements that give us so much freedom.

That vision led directly to Wet Women Surf Wax™ — a surf wax intentionally designed to break down safely and return to nature over time.

The Packaging

Wet Women Surf Wax™ was packaged in reusable and recyclable aluminum tins produced by Ball Corporation’s specialty packaging division (Ball-Steeltin). The custom digital printing allowed bold Wet Women® artwork to travel with the product — combining function, beauty, and environmental responsibility.

Recognized for Innovation

The work was featured in:

  • I.D. Magazine (2006) — highlighted as a Cradle to Cradle standout
  • Package Design Magazine (2006) — recognized for innovative aluminum packaging
  • Small Biz Magazine (BusinessWeek) (2006) — noted for riding the green wave ahead of the pack
  • Cradle to Cradle Products Innovation Institute (2013) — spotlighted as a true innovation

The Movement Continues

What began with surf wax has grown into a full expression of Wet Women Style™ — bold original art (Coastal Sol™, Wet Women Tribe™ …) via expressive woodcuts, oil stick paintings, graphic design work, and gear + accessories. Women and men can wear and use products that carry their connection to the elements — coast, water, wind, and waves.

The original mission remains the same: to empower women in the water life, protect the elements and creatures we love, and live unapologetically wet.

Enjoy the Ride.

Making sure women stay on top — then and now.

 

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