Wild, the brand known for its refillable, plastic-free deodorant, has expanded its sustainable credentials by launching new plastic-free, compostable liquid cosmetics refills for shower gel.

Born from the insight that British adults throw away 312 plastic bottles per year, but only half recycle bathroom packaging, Wild is on a mission to develop more plastic-free bathroom cosmetic options. Following on from the success of its plastic-free deodorant, the brand has worked with industrial design and innovations consultancy Morrama to create a shower gel bottle that has a minimal impact on the environment but that maintains a premium aesthetic and quality experience.

The latest sustainable development, Wild shower gel, is said to be the world’s first plastic-free, compostable liquid cosmetics refills for shower gel. Morrama has worked with Wild to create refills made from 70% bamboo starch, a fast-growing plant known for its natural waterproof properties and 30% plant starch from agricultural waste, used to enhance the refills’ structural integrity.  

To hold the refills the brand has also created a lightweight aluminum case designed to complement the deodorant’s aesthetic and enclose the bamboo refill, fully protecting it from water and humidity. 

“Transporting liquids without plastic or high energy aluminum has, until now, been a major challenge for the 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 2 years.” explained Jo Barnard, Founder of Morrama.

She continued: “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.”

The new product is set to launch with natural soap and shower gel in Wild’s existing popular range of scents. The only plastic part of the product is the pump which is made from 50% post-consumer recycled plastic. Once a refill is empty it can be put on the compost heap or in general waste where the brand claims that it will biodegrade faster than a banana peel.

With bold ambitions to create a plastic-free future and challenge consumer habits around bathroom waste, the new launch sees Wild create a tangible solution and encourage more sustainable behaviours.