Make Waves offers a refillable format for antiperspirant and deodorant products – emphasizing that the refills are manufactured onshore, utilize recycled plastic, and are recyclable at end-of-life.
Reportedly, the applicator’s concealed reload mechanism was developed alongside former Dyson engineers. To open it, consumers must rotate the base of the applicator by 90°, then pinch and pull it from the main body.
The old capsule can then be swapped for a new one, which must be pushed down until it clicks into place. Consumers can then remove the capsule lid and push the base back into the main applicator to complete the process.
Each deodorant capsule is believed to last from four to eight weeks, depending on its use. Empty refills can apparently be recycled in the household recycling stream, as Make Waves claims that its capsules are made entirely from recycled plastic.
“The world is already overwhelmed with plastic, much of which ends up in landfills or oceans,” the company explains in a blog post. “By using 100% recycled plastic, we’re not adding any new material into circulation.
“Instead, we’re giving existing plastic a new lease on life. This helps close the loop, turning waste into a resource rather than allowing it to become a pollutant.”
The UK-based company goes on to allege that using cardboard or compostable materials to manufacture its packaging would have increased carbon emissions, energy and water consumption – especially if they were manufactured overseas with non-renewable energy sources and shipped back to the UK.
Instead, Make Waves manufactures its products onshore, with its manufacturing partner said to power its operations with solar energy. This is expected to keep the company’s carbon footprint ‘minimal’ and maintain ‘strict oversight’ on product quality and environmental impact.
“At Make Waves, we’re constantly looking for ways to innovate and improve our sustainability efforts,” the blog concludes. “For now, we believe that repurposing plastic that already exists in the world and extending its useful life is the most effective way to reduce waste.
“As technology advances, we’ll continue exploring new ways to make our packaging even more eco-friendly, without sacrificing the convenience and performance our customers love.”
Consumers can opt for a one-time purchase or join Make Waves’ subscription service. Starter packs include one case and one refill, with subscription refills delivering three refill capsules every three months.
Samples and test size products are not yet available, but the company says it is “working on the most sustainable way” to offer these services.
In a similar development, Amcor helped package Cut By Fred’s Detox Stick Shampoo in its refillable, mono-polypropylene Exclusive stick. Together, they aimed for a straightforward, hygienic, and mess-free refill process, with the pack also said to be recyclable at end-of-life.
Packaging Europe also spoke to Jo Barnard, founder and creative director of industrial design and innovation agency Morrama about personal care brand Wild’s refillable deodorant format. She walked us through the design process for its aluminium case and plastic-free refill made from bamboo and bagassse – said to compost in six months in a home composting environment.
Last year, it was revealed that Unilever had acquired Wild. While the brand’s founders claimed that it had diverted over 750,000 kg of single-use plastic since its inception, some onlookers were concerned that Unilever would fail to uphold Wild’s sustainbility-minded brand values in light of corporate targets.
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