Think Shower Thoughts
Join our mission to protect and restore the world’s bodies of water, starting with the way we care for our own. Our work is rooted in the belief that when our waters are well, so are we. Shower Thoughts™ is more than just a brand—it’s a movement inspired by the human-ocean connection. Every conversation, collaboration, and idea shared helps advance our vision of water-safe beauty—personal care products designed to regenerate both your skin and the planet. Challenging ourselves and the beauty industry to produce in a responsible way, we are here to transparently share our journey of developing a circular, blue beauty company from the start.
The Women4Climate Toronto Pitch $20K Grand Prize Award recognizes women-led climate solutions shaping more resilient, sustainable citiesShower Thoughts™, a circular blue beauty startup innovating at the intersection of Water Wellness™ and personal care, has been awarded the Women4Climate Toronto Pitch Prize. The award celebrates climate leadership from women entrepreneurs whose work aligns with the City of Toronto’s TransformTO Net Zero Strategy and broader global sustainability goals. Founded by Amanda Horn, a 2025 Women4Climate mentee and ocean advocate, Shower Thoughts™ is advancing a new category of water-responsible personal care. The company has developed a proprietary, seaweed-based biomaterial designed to replace single-use items in the beauty and personal care industry. These are products that typically end up in landfills or damage wastewater infrastructure on their way to the ocean. Rooted in circular design, water stewardship, and environmental wellbeing, the brand’s mission is to protect and restore the world’s bodies of water—yours and the planet’s. “I never meant to start a beauty company,” says Amanda. “I just wanted to bring water and the ocean into everyday conversations in a playful and engaging way. Our collective health and wellbeing are deeply connected to the health of the world’s bodies of water.” Shower Thoughts™ will offer a line of no-rinse, water-responsible body care products designed for eco-conscious citizens and climate-aware businesses. These conscious and convenient products are a sustainable solution for a future where water scarcity, climate risk, and single-use waste are pressing challenges. The products are designed for every body of water, keeping your body fresh and our waterways clean™. With mentorship from the Women4Climate program and support from the City of Toronto, the company received $20,000 in seed funding, along with strategic guidance and network connections. This award marks a significant step forward for the startup as it prepares for its next stage of growth and public-private sector collaboration. The company began with two original “shower thoughts” in 2022: Sustainability is embedded in the company’s DNA. As the vision evolved from brand concept to biomaterial innovation, Amanda welcomed Allegra DeAngelo to the founding team in January 2025. Allegra is a sustainability expert, industrial designer, and systems thinker with more than a decade of experience in beauty product development. She holds a design degree from Pratt Institute and a Master’s in Sustainability from Harvard Extension School. Together, Amanda and Allegra are reimagining personal care as a climate solution, merging design thinking, material innovation, and regenerative systems to reshape everyday rituals. With funds from the Women4Climate Toronto Award, the brand will launch its pilot program in Toronto to test product performance, guest experience, and environmental impact. The project supports the City of Toronto’s climate goals by promoting responsible consumption and production, reducing waste, and supporting climate-engaged local businesses. Shower Thoughts™ aligns with the United Nations Sustainable Development Goals (SDGs) and the TransformTO Net Zero Strategy, contributing to: SDG 3: Good Health and Wellbeing, SDG 6: Clean Water and Sanitation, SDG 12: Responsible Consumption and Production, SDG 14: Life Below Water,SDG 17: Partnerships for the Goals. As a case study in circular innovation, the brand aims to demonstrate how conscious hospitality, public-private collaboration, and community-led action can work together to advance local and global climate goals. Shower Thoughts™ invites municipal leaders, hotel operators, water & sustainability champions, and mission-aligned collaborators to bring this vision to life through meaningful partnerships. About Shower Thoughts™Shower Thoughts™ is a circular blue beauty company transforming everyday personal care into a climate-conscious ritual. Inspired by the clarity we find in water, we design water-responsible products that help people move through the world consciously and confidently. Our proprietary materials are designed to break down beautifully and safely return to nature. Our mission is to reimagine body care for every body of water—yours and the planet’s. With sustainability, performance, and purpose at the core, we turn mindful ‘aha’ moments or clarity, into meaningful innovation. About the FoundersAmanda Horn is an award-winning hospitality brand marketer (Strategy Magazine, 2021), professional scuba diver, and global brand ambassador (SSI International). She is an ocean advocate whose work is deeply inspired by the human-ocean connection. As the founder of Shower Thoughts™ (formerly Loless Blue Beauty), Amanda is committed to driving innovation in water-responsible personal care. She also co-founded The Undertow, a knowledge marketplace and community platform guiding individuals, organizations, and communities toward ocean positive pathways in the blue economy. Allegra DeAngelo is an industrial designer, systems thinker, and sustainability expert using design thinking to create products that are healing for the planet and its people, flora, fauna, and funga. A graduate of Pratt Institute with a background in industrial and graphic design, she earned her Master’s in Sustainability from Harvard Extension School. With more than ten years of experience in design and innovation within the beauty industry, she brings a critical eye for product development and regenerative systems integration. About Women4Climate Toronto The Women4Climate Toronto Mentorship Program empowers and supports female climate leaders who are working to develop and implement innovative solutions to address the climate emergency in Toronto. Through a combination of mentoring, training and networking opportunities, participants will be provided with the resources and supports necessary to take their climate-related project, product or business start-up to the next level. Upon successful completion of the mentorship program, participants will receive a $500 honorarium to help advance their climate action initiative. Following the mentorship program, the City of Toronto and its partners will host a pitch competition that will recognize the top three climate-related projects with the greatest potential to contribute to a healthier, more sustainable and resilient urban future in Toronto. The women with the top three projects will receive a cash award and additional support to advance their work. The winner will receive $20,000 and two runners-up will each receive $5,000. Media ContactAmanda Horn |
Think Shower Thoughts
Join our mission to protect and restore the world’s bodies of water, starting with the way we care for our own. Our work is rooted in the belief that when our waters are well, so are we. Shower Thoughts™ is more than just a brand—it’s a movement inspired by the human-ocean connection. Every conversation, collaboration, and idea shared helps advance our vision of water-safe beauty—personal care products designed to regenerate both your skin and the planet. Challenging ourselves and the beauty industry to produce in a responsible way, we are here to transparently share our journey of developing a circular, blue beauty company from the start.