Plus, the Gen Z–focused sustainable personal care brand from the founders of Starface is shutting its doors after a buzzy launch in 2021. The website is still live but all products are "sold out."WHO: Launched in the spring of 2021, Plus was created to reimagine personal care to provide better solutions for people and the planet. The creatives behind Starface, Julie Schott and Brian Bordainick, developed the brand alongside co-founder and CEO Cathryn Woodruff. The debut product is Plus Body Wash, a just-add-water, no-bottle cleanser. The dehydrated formula eliminates unnecessary water and is packaged in dissolvable material that leaves no trace behind. The product is available in three scents and sold in packages of 16 single-serve sheets for $16.50. The brand rolled out in Target a year after it launched.WHY: Big-box retail is unforgiving even when riding on the coattails of a successful brand. Plus didn't have the traction to drive enough sales at Target. The challenge for Plus was twofold: new product formats required education, which takes time, and the pricing per use ($1.03) compared to traditional body washes was quite high. It takes more then clever packaging to create disruption that sticks; you also need product market fit.DETAILS:Investors were told the brand was being shut down last July. Plus was separate from Schott and Bordainick’s other brands and raised an undisclosed amount in an oversubscribed round.Briogeo founder Nancy Twine and Swat Equity were among Plus’s investors.The brand brought on Stephanie Shepherd Suganami, Kim Kardashian’s former assistant, as Chief Impact Officer.