2nd Ground: Turning Coffee Waste into Sustainable Soap
- Molly Sneddon
- Sep 3
- 4 min read
'"My product shifts the mindset of the consumer to look at "trash" differently. Seeing the hidden value of discarded material is fundamental to a sustainable future."
This week, we spoke with Mark Guerino, the Brooklyn-based founder of 2nd Ground. His business is revolutionizing the skincare industry by creating environmentally friendly soaps from repurposed coffee grounds, a common waste in big cities.
Guerino has a long-standing passion for the environment. "I've always been inspired by sustainability, [ever] since I was young" he explained. "I would look at everyday things that we use, and notice the waste involved". Though he minimized waste in his own life, he began to realize it was a system-wide issue.
However, he did not let this dissuade him from pursuing an eco-friendly lifestyle, a commitment that ultimately led to the creation of 2nd Ground. A bit of research on recycling led him to an article about using coffee in skincare. "I thought to myself, 'why not use old grounds?'" recalled Guerino. With his entrepreneurial mindset, he quickly realized the value of this idea, and within a month, had 2nd Ground registered as an official business.
"Just a few months after my "ah-ha" moment, I was at my first local flea market," said Guerino. Despite running into problems like forgetting to bring signs, he improvised and used the market tto meet other vendors. As his experience grew, he realized the true potential of his idea. "I found a patent lawyer because I knew that this idea was too powerful, and I wanted to protect it from large corporations that take advantage of our environment" he explained. "I started the process of getting my idea patented, and 3 years later it was official".
Unfortunately, his patent became official at the end of 2019, right before the COVID-19 pandemic hit. "I was starting to expand my wholesale with local stores, but all seven closed their doors due to lockdown. I was stuck" he admitted. "I couldn't drop off samples, I couldn't pick up grounds, and I had no digital strategy at the time".
These circumstances led to a nearly two-year hiatus in the company's growth.. Things weren't looking great for 2nd Ground, until a random message changed everything. "I received an email from a wholesaler who still had my soap from the Indie Beauty Expo that I attended in 2017, asking to know more of my business" he recounted. That email, it turns out, was exactly what Guerino and 2nd Ground needed, and as he noted, "since the revival, the momentum is stronger than ever".
He attributes part of his successes to his location; Brooklyn, New York. As he noted "Brooklyn definitely has advantages, and I love living here. The concentration of coffee shops and small businesses are a big plus, as I'm more likely to find like-minded business owners. With public transportation, I'm able to reduce the carbon footprint of my business". And of course, he made sure to mention that, since he's based in Brooklyn, he will "never be short on post-brewed coffee".
2nd Ground's sustainability efforts don't just stop at recycling coffee grounds. All of their products are handmade, use all natural ingredients, and are packaged and shipped plastic-free. "I've never even considered another way" Guerino stated. "I've incorporated sustainability at every turn, because it's just how I think and view the world".
Beyond the eco-friendliness of the product itself, a portion of every sale goes towards planting trees. "[It] just makes sense to me. We need a business mindset that GIVES to the planet instead of taking from it". He clarified, "we as businesses have so much to do to make up for the damage that current and past companies have done. I put the planet first, it's the only one we have. I want my business to build a better future, so if profits are smaller because of that...at least I have a clean conscience (pun intended)".
When asked about the success of 2nd Ground, Guerino was humble. "'Successful' is relative, as I am still building my business to be my full time endeavor" he explained. "I'm still working a full time job to sustain myself". Luckily, he has experienced "a surge of momentum lately", and sees the opportunity to run 2nd Ground full-time becoming closer and closer. But, he's willing to take the time to let his business prosper. " I had absolutely no experience, and I've had a bumpy, but highly educational journey along the way. It's a mindset that doesn't turn off, I believe in this business so much that the timeline isn't important".
Looking ahead, Guerino hopes to continue expanding 2nd Ground while inspiring others. "my product shifts the mindset of the consumer to look at 'trash' differently. Seeing the hidden value of discarded material is fundamental to a sustainable future. We need a circular economy to balance our society with the flow of our environment, and we need to make the changes now. As we expand into bigger markets, I'm incredibly excited to get the story of 2nd Ground out there for more people to see. Turning trash into treasure will save this planet".
To learn more about Mark Guerino and 2nd Ground, visit the 2nd Ground website, or follow along on Instagram, Tiktok, and Facebook at @2ndGround.
Thank you to Mark Guerino for speaking with us!
To be featured on the blog, please contact us at smealsustainability@gmail.com.
Quotes were edited slightly for clarity.
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