Award-winning industrial design and innovation consultancy Morrama reveals its latest work for cosmetic start-up Wild: the world’s first 100% plastic-free, compostable, liquid cosmetics refill. Challenging the cosmetic industry, Morrama designed the Wild shower gel bottle to have minimal impact on the environment, whilst achieving a premium aesthetic and convenience-driven experience.
On average, British adults throw away 312 plastic bottles per year, but only half recycle bathroom packaging. There are limited plastic-free options available on the cosmetic market, especially for liquids, but UK start-up Wild aims to change that. Wild entered the bathroom scene in 2020 with the launch of the Wild deodorant; the world's first refillable deodorant with completely plastic-free, compostable refills. Also developed by Morrama, Wild has sold over 15 million of their refillable deodorants since launch.
Building on this success, Wild shower gel is the result of the long-standing partnership between Morrama and Wild. The refills are made from 70% bamboo starch, a fast-growing plant known for its natural waterproof properties. The remaining 30% is plant starch from agricultural waste and is used to enhance the refills’ structural integrity.
The lightweight aluminium case has been designed to complement the deodorant’s sleek aesthetic and encloses the bamboo refill, fully protecting it from water and humidity. The only plastic part of the product is the pump which is made from 50% post-consumer recycled plastic. Once the refill is empty it can be put on the compost heap or in general waste where it will biodegrade faster than a banana peel.
Jo Barnard, founder of Morrama, comments, “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.”
Launching with natural soap and shower gel in Wild’s hugely popular range of scents, the brand is here to challenge the throwaway culture of bathroom products yet again.
Freddy Ward, Co-Founder of Wild, adds, “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.”