Our Story
How a simple question led to 4 years of R&D (and a lot of ruined towels).
It started with a question.
In 2018, our founder Samuel Shaw was standing in a pharmacy aisle in Portland, Oregon, staring at a wall of disposable face towels. Every option was either rough, full of chemicals, or wrapped in enough plastic to survive a landfill for 400 years.
He thought: "Why can't something this simple actually be done right?"
That question turned into a 4-year research project. Samuel's background in materials science helped — but it still took over 100 prototype iterations, three failed manufacturing partnerships, and one very patient wife before we landed on the formula we use today.
The breakthrough: a pattern that changes everything.
In 2022, we developed a patented mesh-weave pattern that makes our towels stronger, softer, and more absorbent than anything else on the market — while still being 100% plant-based and fully biodegradable.
That mesh pattern became our signature. If you've held a Nexusoftex towel, you know the feeling. If you haven't — well, that's what we're here for.
Our R&D lab is still in Portland. We're still tweaking. Still testing. Still throwing out prototypes that aren't good enough. Perfectionism is expensive, but we'd rather be slow and right than fast and mediocre.
What we actually care about.
🌿 Honest materials
100% plant-based viscose from sustainably managed forests. No synthetics, no shortcuts. We publish our full supply chain — because you deserve to know what touches your face.
🧪 Real science
8 international certifications. Dermatologist recommended. Every claim we make is backed by third-party testing — and we're happy to share the results.
🌍 Less waste
100% biodegradable within 90 days. 100% recyclable packaging. For every box sold, we protect 12 sq ft of endangered forest habitat.
💬 Actual humans
No chatbots. No ticket systems. Email us and a real person replies — usually within a few hours. We read every message, even the ones about our typo (more on that below).
The typo we decided to keep.
Yes, we know. "Naturally Connected" became "Natually Connected" on our first production run. Classic.
We could've recalled everything, but honestly? We're a small team, mistakes happen, and we figured being upfront about it was better than pretending we're perfect. So we kept it. Some customers think it's charming. Others think we need a better proofreader. They're both probably right.
We fixed it on new runs — but if you get a box with the typo, now you know the story.
Where we're headed.
We're working on next-gen plant fibers that are fully marine-biodegradable (meaning they break down safely in ocean water, not just in compost). Goal is to launch within 3 years.
We're also expanding our sustainability program — more forest protection, cleaner supply chain, carbon-neutral shipping across all orders by 2027.
We're not a massive corporation. We don't have a fancy boardroom or a mission statement written by consultants. We're just people who think face towels shouldn't be terrible — for you or for the planet.