“Confidence is a superpower.”
CONFIDENCE is a UK personal care brand trading as RUWARE T/A CONFIDENCE BODY & ORAL CARE, based in Newcastle upon Tyne. We're building a premium, evidence-led personal care range — starting with body odour elimination — with the intention of scaling into a broader family of products over time.
Our approach is deliberate rather than fast: we'd rather prove a product is right before it ships than rush volume. That same standard applies to how we choose and work with suppliers.
Our first product is a natural shower gel formulated around a Red Kapok Flower–derived active, launching as two enduring identities rather than generic "men's/women's" variants:
Bold, classical, confident without trying hard.
Elegant, soft strength, memorable.
The shower gel is the first step in a longer-term product roadmap. A leave-on roll-on deodorant, using the same active ingredient platform, is next in development. Beyond that, we're exploring further extensions of the CONFIDENCE range as the brand grows — we'll share more detail with suppliers as those plans firm up.
Our core formulations are built around Red Kapok Flower (Bombax costatum) extract, sourced through an established French ingredient house, chosen for its studied, microbiome-friendly properties. We're also evaluating additional prebiotic and skin-health actives for future product lines.
We take ingredient sourcing seriously — every active we use needs real documentation behind it, not just a marketing story.
| Requirement | Detail | Status |
|---|---|---|
| Natural fragrance | Two distinct natural fragrance profiles for Cassius and Seraphina, suitable for a rinse-off shower gel | In progress |
| Colourant | Water-soluble cosmetic-grade dye for a clear gel base, one shade per product line | In progress |
| Active ingredient | Red Kapok Flower–derived active for odour management | Sourced |
| Bottle & manufacturing | 250ml clear bottle, printed front and back, initial run with capacity to scale | Open — quoting |
| Second active platform | Additional prebiotic/skin-health active for future product lines | Under evaluation |
If you think your business is a fit for any of the above, we'd like to hear from you.