Refillable deodorant brand Wild has achieved what it describes as a ground-breaking milestone with the launch of a new body wash in ‘the world’s first’ 100% plastic-free, compostable bottle.
The product of over two-and-a-half years of research and development by Wild, the bottle leverages the natural waterproof properties of bamboo and marks ‘a significant step forward’ in the fight against single-use plastic.
Until now, plant-based containers often relied on some form of plastic, leading to recycling challenges and environmental concerns, says Wild, which set out on a mission to create a plant-based bottle without any plastic.
This innovation marks a pivotal moment in our mission to eliminate single-use plastics from bathrooms
“At Wild, we’re stepping into a transformative era of personal care, proud to present the world’s first 100% plastic-free, compostable bottle for our body wash,” comments the brand’s CMO and co-founder Charlie Bowes Lyon. “This innovation marks a pivotal moment in our mission to eliminate single-use plastics from bathrooms, embodying our vision of responsible consumption. Beyond a product, this is our invitation to embrace a future where choices resonate with the environment.”
The refill bottle, made from 70% bamboo starch and 30% plant starch from agricultural waste, biodegrades naturally after six months, leaving no lasting harm to the planet. The refill biodegrades faster than a banana peel and has a ‘use by’ date – after six months from date of filling, it will start to break down naturally.
The bottle’s anodised aluminium case is reusable and designed to last a lifetime. It offers protection against corrosion and water exposure, ensuring it remains in pristine, and is also infinitely recyclable.
The shower gel launches on 25 September and will be available in Aqua or Pink in three of Wild’s bestselling scents: Fresh Cotton & Sea Salt; Coconut & Vanilla; and Jasmine & Mandarin Blossom.
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