Male grooming brand King of Shaves has opted for new eco-friendly packaging for two of its hero products.
The brand took the decision to repackage the products, after setting out a new Code Zero commitment in 2019, with a mission to remove single-use plastic from its product line.
King of Shaves’ Sensitive Shaving Gel and Advanced Shaving Oil are now housed in refillable, aluminium pump containers.
Customers can purchase recyclable polyethylene PE refill pouches, which are said to use between 72-84% less plastic than equivalent single use plastic packs.
“Brands and companies must be the change they wish to see,” said King of Shaves’ founder Will King.
“We are taking an important lead at King of Shaves with lifetime use, refillable packaging solutions and pushing out plastic, which lasts over 500 years.
“It makes no sense for products consumed in just a few months to have packaging that causes centuries long environmental harm.”
The products are available to purchase at Waitrose and retail at £5.99, with refills available for £3.99.
King of Shaves has said its products will launch at more retailers in August and September.
Read more about refillable packaging driving change in the beauty sector via the link below.