Personal care brand Wild has revealed its refillable roll-on deodorant designed by Morrama, featuring plastic-free refills and aiming to bring circularity and convenience to the UK deodorant market.
To refill the roll-on, customers pop off the bottom of the case, unscrew the empty refill and screw in the new one. Developed in partnership with Shellworks, the 50ml refill is made from Vivomer - a compostable material already used in Wild’s shower gel range and said to break down completely in soil within a year.
Morrama says the rounded edge silhouette of the roll-on is designed to fit perfectly in hand. Made from a combination of anodised aluminium and 50% post-consumer recycled plastic, it can be disassembled at end-of-life for recycling.
To date, Wild claims to have shipped over 40 million refills of its stick deodorant, saving 720 tonnes of disposable alternatives. The company now aims to have the same impact in the roll-on market.
The new Wild refillable roll-on deodorant will be available from the 29th July via Wild’s website and is set to be in stores early September.
In April, we reported on Unilever’s acquisition of Wild, with both companies hopeful that refillable toiletries will become more accessible to consumers; however, there were questions over whether the brand would lose sight of its sustainability focus under the pressure of financial targets. Wild’s product refills are delivered directly to doorsteps in a direct-to-consumer retail model, provided in bamboo pulp packaging which is believed to be recyclable or home-compostable at end-of-life.
More recently, L’Occitane en Provence offered reusable aluminium bottles and in-store dispensers for its liquid soap, shampoo, conditioner, and shower gel and oil products, in a bid to help consumer reduce their plastic consumption. Consumers are invited to purchase and bring an empty L’Occitane’s Forever Bottle to stores, available in 250ml and 500ml sizes and said to be recyclable at end-of-life.
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