Social Impact Heroes Helping Our Planet: Why and How Mory Diané Of Cleyx Is Helping To Change Our World

An Interview With Martita Mestey

When giving up seems like the easy way out, remember to stay the course and uphold your values. Pursuing something innovative and ahead of its time often invites skepticism from those who struggle to envision the future. It’s crucial to remain patient and steadfast in your commitment to positive goals.

As a part of my series about “individuals and organizations making an important social impact”, I had the pleasure of interviewing Mory Diané.

Cleyx LLC’s founder Mory Diané, is a Civil Engineer with an MBA, who brings expertise in innovation, sustainability, entrepreneurship, finance, and management to the company. His leadership has been instrumental in guiding Cleyx and developing its flagship product, Rover. Diané’s diverse skill set drives the company’s commitment to creating impactful, sustainable solutions for modern challenges.

Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit. Can you tell us a bit about how you grew up?

I was born and raised in Côte d’Ivoire, Africa. As a child, I loved science and tinkering; I would take my toys apart and try to rebuild them, reflecting my engineering mind. I also remember struggling with severe asthma and being very shy, but fortunately, I outgrew both traits. I was 15 when we moved to the US and I had to learn English quickly as a native French speaker to navigate this new world. Despite my challenges, I stepped out of my comfort zone and successfully completed high school and college. My asthma gradually improved, allowing me to participate in sports and eventually compete in boxing nationally. I am thankful for overcoming these challenges and for the blessing of winning the green card lottery, which allowed my family to move here.

You are currently leading a social impact organization that is making a difference for our planet. Can you tell us a bit about what you and your organization are trying to change in our world today?

Cleyx is blending innovation and sustainability to tackle society’s most critical challenges. We offer a range of solutions, from green energy initiatives to curbing alcoholism; however, currently our primary focus is addressing plastic pollution. The beauty industry alone produces over 120 billion plastic containers each year, with a significant portion ending up in landfills or oceans — only about 9% of global plastic is recycled. This situation must change, and our solution needs to be meaningful, easy to adopt, and long-lasting. To combat this issue, we created Rover™, designed to help consumers adopt beneficial refill and reuse habits in their daily skincare routines. Our ultimate goal is to revolutionize the industry by encouraging existing brands to adopt the Rover form factor and use our compostable refill pods for their products, effectively eliminating single-use plastics.

Can you tell us the backstory about what inspired you to originally feel passionate about this cause?

A few years ago, I let go of deodorants sold in plastic dispensers with questionable ingredients and switched to natural and organic cream deodorants. I also started making my own and quickly realized I needed a suitable container. Using an empty plastic jar wasn’t ideal, so I decided to create my own. This realization led me to develop Rover and its pods as plant-based, refillable alternatives to single-use containers. Unlike typical roll-ons, Rover’s patent-pending design is versatile enough to accommodate all skincare products. This innovation also inspired our skincare line, Rove™, which focuses on performance while leveraging natural and organic ingredients for a nourishing and non-toxic experience. Our goal is to rid the industry of plastic waste without compromising on simplicity, ease of use, and effectiveness.

Many of us have ideas, dreams, and passions, but never manifest them. They don’t get up and just do it. But you did. Was there an “Aha Moment” that made you decide that you were actually going to step up and do it? What was that final trigger?

As I started thinking about making Rover, I remembered someone saying they stayed away from cream deodorants because they were too grossed out to stick their fingers in their armpits. This motivated me to create a solution for everyone that is practical and comfortable to use while being good for the environment. This realization led me to develop a roll-on design for Rover. As a consumer of eco-friendly skincare products, I recognized that many people who become conscious of their skincare choices also grow concerned about their environmental footprint. Confident in my ability to address the plastic waste crisis in the beauty industry, I spent the last four years dedicated to bringing Rover to market.

Many people don’t know the steps to take to start a new organization. What are some of the things or steps you took to get your project started?

I started working on Rover in 2020, which coincidentally was also when I began business school. I applied my learning directly to my go-to-market strategy. I focused on keeping costs low while recognizing when to seek help. As I designed Rover, I leveraged rapid prototyping tools to create iterations of the device from the comfort of my home. I used school resources focused on entrepreneurship and startups for IP and patent counseling, as well as insights and templates related to establishing a new business. Additionally, I connected with experts in the skincare industry to gain insights that led to further refinements of Rover and its value proposition.

Can you share the most interesting story that happened to you since you began leading your company or organization?

Rover is designed using 3D modeling tools, which require substantial computer resources which can lead to information overload and crashes. This has been particularly challenging for me; working long hours, forgetting to save my work, and experiencing crashes, which can be frustrating. Interestingly, each crash turned out to be a blessing in disguise — I could restart fresh, and the results were often better than what I had previously created. As someone who is religious, I interpreted each crash as a nudge from God that my latest updates were not the right ones and that He would guide me to do better on the next try. Here we are today, with a well-acclaimed device and a fan base eagerly awaiting its launch. All I can say is ‘Al hamdulilah,’ ‘Louange à Dieu’, which can be translated as ‘All praise is due to God’.

It has been said, that sometimes our mistakes can be our greatest teachers. Do you have a story about a humorous mistake that you made when you were first starting and the lesson you learned from that?

What a great segue! Here’s another story about mishaps. After completing the pod design, I agreed with the manufacturer to make a few samples for testing. However, I mistakenly sent them an older version of the design. This meant that the sample would have limited use since this version of the pod was not compatible with the latest Rover. It was amusing in hindsight because it was such a rookie mistake; I couldn’t help but wonder how it happened. However, I learned to make the best of the situation. While the pod wouldn’t work in the Rover device, we could still fill it with our deodorant formulation to test it from a packaging standpoint. We tested the pod’s waterproofing and composted them to confirm their biodegradability. Overall, we learned a tremendous amount from this first batch, allowing us to implement changes for subsequent batches, so it wasn’t a loss after all.

None of us can be successful without some help along the way. Did you have mentors or cheerleaders who helped you to succeed? Can you tell us a story about their influence?

My family has supported me every step of the way, enabling me to pursue my passions. From my parents’ sacrifices and constant prayers to my wife’s unwavering support for Rover from the start, and my kids eagerly awaiting their first production version of Rover. As a solo founder, having supportive and trustworthy family members to bounce ideas off has been a true blessing. While we survey the market for consumer insights, it’s invaluable to gather opinions and feedback from those closest to me. In designing Rover, I’ve shared concepts with them and sought their opinions on the device’s form, color options, and price point. As I continue to bootstrap this venture, their encouragement serves as meaningful fuel to keep moving forward and create a greener future for all of us.

Are there three things the community, society, or politicians can do to help you address the root of the problem you are trying to solve?

The three actions I would like to share are:

1. Reviving refill and reuse habits: We must work towards restoring society’s refill and reuse habits, which were once the norm. As plastic containers gained prominence, corporations making these products taught consumers that it was acceptable to discard these containers because they would produce new ones. With the benefit of hindsight, we now recognize how detrimental this has been for both our health and the environment. It’s time to rewind and embrace refilling and reusing once again.
2. Government action on plastic production and waste: We need governments to implement strict bans on plastic production and waste. While plastics serve many useful purposes, we are not advocating for their complete elimination. Instead, we seek to prevent plastics from harming the environment — both through emissions generated during production from fossil fuel sources and through waste that ends up polluting our surroundings. Proposed bans could prescribe that all plastics be produced using renewable energy sources by 2050 and that bioplastics be favored over conventional plastics. These bioplastics would need to come from compostable, plant-based materials. This approach would allow these materials to degrade within a few months to a year without leaving harmful residues when disposed of properly.
3. Community investment in plastic waste management: Communities must invest in better plastic waste management practices. Currently, we recycle only about 9% of plastics globally, and we can certainly do better. We often hear stories of plastics sent for recycling but rejected due to contamination from other waste. To address this, we need to educate people on how to properly clean and prepare their containers before placing them in recycling bins or invest in advanced machinery that can effectively separate residues from packaging for safe recycling. Additionally, as compostable bioplastics become more common, it’s essential to establish more local facilities capable of processing them and provide clear guidance for consumers on where to dispose of their used packaging if home composting is not an option.

How would you articulate how a business can become more profitable by being more sustainable and more environmentally conscious? Can you share a story or example?

We all need to take a cue from Patagonia and encourage consumers to stop buying certain products unless they intend to use them long-term, even if that means it could drive some businesses out of the market. Jokes aside, for a business to be profitable, it should focus on creating a product that works well and stands out from the competition. While sustainability is often not the primary reason for repeat purchases, promoting sustainable practices can foster customer loyalty. This makes consumers more likely to support the brand and share its altruistic mission after praising the product’s effectiveness, which is always the top priority.

If we have the most sustainable product on the market but it fails to perform, profitability will suffer. What I’m emphasizing is that companies should embrace sustainability because it is the right thing to do, and not focus solely on financial gain. Nevertheless, being mission-driven does yield dividends; it empowers customers with a sense of purpose and perpetuates positive change.

What are your “5 things I wish someone told me when I first started” and why?

Launching a new product requires extensive research and coordination. I hope that one day, offering wholesome and natural products will become the norm and be relatively affordable compared to conventional products. However, building a supply chain from scratch to support sustainability presents significant challenges. It demands thorough research and outreach to various entities, with the hope of finding partners who are supportive and forward-thinking.

After facing many ‘no’s’ and hearing ‘this can’t be done,’ we ultimately found the best manufacturing partners for Rover and our Rove deodorants. Staying true to our vision and taking the time to source and establish these partnerships has proven worthwhile, as we are now one step closer to making the Earth a better place.

When giving up seems like the easy way out, remember to stay the course and uphold your values. Pursuing something innovative and ahead of its time often invites skepticism from those who struggle to envision the future. It’s crucial to remain patient and steadfast in your commitment to positive goals.

We were offered the option to use fossil fuel-based plastics for Rover, under the argument that they are recyclable and that sourcing plant-based alternatives is challenging and costly. However, I stood firm; I couldn’t reconcile promoting conventional plastics, even in a refillable product. Although the search was long, we ultimately found the best materials for Rover and its pods, both sourced from sugarcane, and we are very pleased with our suppliers.

Launching a new product requires significant time and patience. I have been working on Rover since 2020, achieving patent pending status in 2022. We began preparations for launch in early 2024, aiming to be on the market within three months. Throughout this journey, we underwent several pivots, incorporating consumer feedback that influenced a complete redesign of the device. This ensures we deliver a product that users will love as their eco-friendly skincare companion for the long term. I’m pleased to say that we are on track to launch through crowdfunding in the coming months.

This brings me to my next point: obtaining consumer insights and feedback early and often is crucial to the success of a new product. The days of ‘mad scientists’ developing products in secret laboratories, believing they know what’s best for society, are long gone. It is important to have an open mind and actively seek valuable input from the target audience during the development process. This approach allows us to fully empathize with their needs and create a product that stands out in the market.

In a similar vein, consumer behavior can be unpredictable. The surveys we conducted, and our collection of thousands of email leads revealed surprising insights that helped shape the final design of Rover and our launch strategy. We are confident that Rover will find its place in the market upon launch, as the feedback was overwhelmingly positive and supportive. While we did receive some negative comments, these were invaluable in helping us understand what different audiences seek in a skincare dispenser. This feedback validated our strategy of making a significant impact through partnerships with existing beauty brands. If the entire industry adopts Rover pods, even less sustainable consumers can transition to greener options simply because their favorite brands offer products in our eco-friendly packaging.

If you could tell other young people one thing about why they should consider making a positive impact on our environment or society, like you, what would you tell them?

I would tell them that we are all on this earth to make an impact and pass the baton to the next generation so they can make their own. It’s essential for them to build the future they want to see. If they notice something wrong around them, it is up to them to take action and usher in change. When everyone makes small positive changes for the benefit of humanity, the cumulative effect is exponential and extends far beyond our lifetimes.

Never think, ‘I can’t do it; it’s too hard.’ Instead, take baby steps toward your goal. As you improve, continue moving forward, and once you become proficient, run toward it with enthusiasm. Believe in yourself, because consistent effort toward positivity — even in small doses — will lead to significant success. The key is to be patient and remain adaptable throughout the process to see your efforts bear fruit.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

Keeping my moral compass and prioritizing the greater good with this venture is my guiding light. I am dedicated to helping others change habits inherited from our rapid industrialization — habits that, through no fault of their own, have negative effects on our health and the environment. This is a battle worth fighting to make a positive difference in the world.

This is just one simple way to encourage each other to have faith in collaboration and to persevere in bringing about beneficial change for the greater good.

Is there a person in the world, or in the US with whom you would like to have a private breakfast or lunch with, and why? He or she might just see this, especially if we tag them. :-)

Cleyx is dedicated to exploring all types of sustainable solutions, one of which is addressing energy poverty by producing ample renewable hydrogen. We are preparing to apply for a fellowship program run by Breakthrough Energy, founded by Bill Gates in 2015. I would love the opportunity to sit down with Mr. Gates one day to discuss our array of sustainable innovations aimed at bringing this monumental infrastructure project to life.

How can our readers follow you online?

Readers can find us at: https://cleyx.com/rover/

This was very meaningful, thank you so much. We wish you only continued success on your great work!