Cosmetic startup Wild has launched its new liquid cosmetics in refillable container developed by London-based design and innovation consultancy, Morrama. The refills are said to be 100 per cent plastic-free, biodegradable to reduce single-use plastic waste and are packaged in lightweight aluminium outer bottles.
The refills are manufactured from 70 per cent bamboo starch and 30 per cent plant starches derived from agricultural waste. The new casing of Wild is composed of recyclable aluminium and encloses the bamboo refill to protect it from water and humidity. It was designed to match the deodorant's elegant look. Although the pump is composed of plastic, it contains 50 per cent post-consumer recycled material.
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According to the reports, half of British people recycle their bathroom packaging every year, despite the cosmetic industry presently having few plastic-free choices for liquid items. Wild's new packaging addresses this need by providing a more ecologically friendly alternative to single-use packaging.
"Transporting liquids without plastic or high energy aluminium 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.
"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," said Jo Barnard, founder of Morrama.
According to Barnard, the aluminium bottles, designed to house and protect the refill by isolating it from water and humidity, follow Morrama's sleek aesthetic created with the Wild deodorant. The pump is the sole plastic component of the device and is constructed of 50 per cent post-consumer recycled plastic.
As a company, Morrama is dedicated to sustainability and has created various products and services to assist companies in reducing their environmental effect. They collaborate with startups and businesses to push boundaries and create unique products and services.
"We have been working with Morrama for the past few years, and we couldn't have asked for a better design partner. The team truly understands our values and purpose and pushes our boundaries of what we thought was possible in the first place. Building on our initial success from Wild deodorant, we are incredibly proud to be launching Wild shower gel on the market and making people's bathrooms a little bit more sustainable with every refill," added Freddy Ward, co-founder of Wild.
Aluminium is the second most extensively used metal in contemporary society, after steel. The packaging and automobile sectors have been outspoken in their support for emission reductions, with numerous firms aiming for net zero emissions by 2040. To know more about how and in what ways aluminium contributes to an energy-efficient future, you can look at our recently published report on “Sustainability in the Aluminium Industry”.
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