Do you know what’s in your air freshener? Founder and CEO, Eric Rubin, found out exactly what was in his when he went to start his first business. Initially, Eric set out to design a scented air freshener for the car but after visiting a manufacturing plant, he found out they were filled with some seriously terrible ingredients: formaldehyde, petroleum and artificial fragrance. How could people hang this in their car? There had to be a better solution. Eric searched the US and abroad, looking for healthier options and discovered moso bamboo charcoal in China. This miracle product, sometimes referred to as “black diamond” seemed perfect: eco-friendly, sustainable, affordable, and so safe that in parts of Asia people use it not only to purify their air and water; they also ingest it to help detoxify the body.