Henkel has unveiled a major rebrand of its personal care line Fa, introducing shower gels packaged in 100 per cent recycled plastic and deodorants made with 50 per cent recycled aluminium.
The move is aimed at cutting the brand’s carbon footprint and supporting its wider sustainability goals.
The relaunched portfolio includes Fa’s 250ml and 400ml shower gels, now presented in transparent bottles fully made from recycled plastic. Meanwhile, selected deodorant variants incorporate half recycled aluminium in their packaging.
Alongside packaging changes, Fa emphasises that all shower gel formulas contain more than 93 per cent naturally derived ingredients, offering long-lasting freshness. The new design also integrates the brand’s signature water wave motif, reinforcing its association with refreshment.
Henkel’s rebrand comes amid broader innovation across the personal care sector. Evolve Organic Beauty has launched two refills of its shower products using Pulpex’s fibre-based bottles, reportedly the first time this packaging has been used commercially in personal care.
The bottles, available for the African Orange Aromatic Hand & Body Wash and Superfood Shine Shampoo, can be recycled with paper and cardboard, enabling customers to refill at home while reducing packaging waste.
Meanwhile, UK-based brand Wild has expanded its refillable deodorant line with a new roll-on format designed by Morrama. Developed in collaboration with Shellworks, the 50ml refill uses Vivomer, a compostable material already deployed in Wild’s shower gel range, which is said to fully break down in soil within a year. The design combines circularity with consumer convenience, offering a plastic-free alternative for the deodorant market.
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