Wild deodrant launch new plastic-free packaging for shower gel

Wild have collaborated with design agency Morrama to launch plastic-free packaging in a compostable refill.

The first product to be launched in the packaging is the brand’s shower gel. To begin with, it comes in three flavours – fresh cotton and sea salt, coconut and vanilla, and jasmine and mandarine blossom, which will be available in either an aqua or pink case.

The bottles are made from 70% bamboo starch and 30% plant starch and are both 100% compostable and plastic free.

The new packaging builds on the success of Wild’s previous refillable deodorant product – which is contained in an aluminium case and contains a variety of flavours.

Only 9% of plastic is recycled, with many of these being single use containers, while earlier this year scientists at the 5 Gyres institute found that there are more than 170 trillion particles of plastic afloat in the ocean.


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“Transporting liquids without plastic or high energy aluminium has, until now, been a major challenge for cosmetics industry. As with the Wild deodorant we wanted to ensure that the refill would leave no trace breaking down completely, even in landfill conditions, in less than two years,” Morrama founder Jo Barnard told Packaging Europe.

“We designed the Wild shower gel case with consideration for every detail from ease of user experience, to its recyclability and sustainable credentials. It has been designed as a truly premium product experience, but at an affordable price,” she continued.

Morrama, which also previously worked with Wild on the design of their deodorant, is a B Corp and received the high rating of 110.2.

Circular economyMaterials and packagingNews

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