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Wild launches 100% plastic free shower gel, hear about their “Refillable Revolution” on the latest SubX podcast


After two years of research and development Wild, the leading refillable deodorant brand in the UK, has introduced a body wash in the world’s first 100% plastic-free, compostable bottle.

Leveraging the natural waterproof properties of bamboo, this product is designed for “the fight against single-use plastic” and its harmful impact on the environment.

Wild explained until now plant-based containers often relied on some form of plastic, leading to recycling challenges and environmental concerns. Wild set out on a mission to create a plant-based bottle without any plastic, aiming to remove single-use plastic from the bathroom entirely. Through numerous trials and breakthroughs in plant-based technology, they succeeded in introducing the bamboo refill.

The compostable refill, 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 will biodegrade faster than a banana peel, and also has a ‘use by’ date.

After six months from its date of filling, the packaging will start to break down naturally and return to the earth without causing long-lasting harm to our planet. It eliminates the need for traditional plastic bottles and significantly reduces the environmental impact caused by bathroom waste.

The aluminium case, for life, is reusable and designed to last a lifetime. The anodised aluminium offers superior protection against corrosion and water exposure, ensuring it remains in pristine condition even in a shower environment. The case is also infinitely recyclable.

Harry Symes-Thompson, director of marketing at Wild, hinted that Wild plans to transform bathroom products completely in the latest episode of SubX Subscription Economy Podcast. Symes-Thompson joined the team, and Sam Connolly​ senior ecommerce manager at Origin Coffee, to discuss how refillable options enable both customers and retailers alike to ditch the plastic.

He told the panel: “All bathroom products are fair game for innovation, and we are looking at ways to bring more natural high performing products to the forefront of consumer’s minds.”

Wild’s research indicates that the average person uses 19,665 plastic cosmetics bottles throughout their lifetime, with only 50% of bathroom waste making it to recycling bins. As a result, a significant portion of this waste is exported to other countries for processing and recycling, putting immense strain on the global waste management system. They report saving 262 tonnes of plastic from ending up in landfills since 2020, and the potential for broader applications in various industries is immense.

“The refill revolution is coming,” stressed Symes-Thompson. “Look at water bottles, 80% of people now have a reusable water bottle. You can just see that translating to the bathroom, it’s just taken a little bit more time for the innovation and sustainability around the packaging to get there.

“We fully see the whole bathroom becoming refillable – every single product. Deodorant has been a really good starting point.

“The beauty of having a refillable product is, it can make it not only sustainable, but also very convenient. You can plan for your refills to arrive just in time for you to run out.”

The shower gel in the world’s first 100% plastic-free, compostable bottle is now available for pre-order in aqua or pink, with three Wild scents: Fresh Cotton & Sea Salt, Coconut & Vanilla, and Jasmine & Mandarin Blossom.

Symes-Thompson even suggested that Wild aren’t finished innovating, he concluded: “Packaging has come a long way, and there’s just a huge amount of potential for that refill revolution to go further.”

Listen to the full episode to discover:

  • The high repeat purchase rates of refillable products – and subscriptions as a whole
  • Why a great product can limit the “churn” of these offerings
  • What part physical stores to have play in this refillable revolution.

The SubX Subscription Podcast series also looks at the rental market, product subscriptions and kicked off with a special LIVE at SubX World episode, all of which can be listened to now here!

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