Readers may recall that last September, Noniko (a California-based deodorant brand) debuted refillable stainless-steel packaging. That brand is on track to be fully plastic-free this year; and a partnership with metal beauty packaging specialist Verity is a key piece of the Noniko strategy.
In coverage of the partnership and launch, Cosmetics Design quoted Verity CEO Kerri Leslie on her company’s approach to sustainable beauty packaging: “Your reusable water bottle elevates your experience of drinking water while eliminating single-use plastic. At Verity, we have taken that same approach to the personal care industry by creating reusable cases for everything in your bathroom.”
Metal beauty packaging movement gains traction in deo category
Now this week, Grove Collaborative announced the newest product in its own plastic-free brand Peach. The new line of Peach deodorants come in refillable cylindrical aluminum tubes.
“Plastic is everywhere. In order to solve that problem, we have to create better products for consumers one category at a time,” believes Stuart Landesberg, Co-Founder & CEO of Grove Collaborative.
“The Peach deodorant and lotion line builds on Grove’s leadership in sustainable packaging and is the industry’s first-ever 100% plastic-free Deodorant and Body Care refill system,” he says in this week’s press release about the Peach deo launch.
“The performance is exceptional…with 48-hour odor protection, and the products are vegan and use 100% natural fragrances. The launch is a result of our continued focus on sustainable product innovation, as we develop new formats that are planet-friendly and built based on input from our community,” explains Landesberg.
Grove Collaborative launches refillable deodorant in the interest of sustainable personal care
The Peach deo refill model has consumers buying a reusable case and deo refill sticks that they replace themselves rather than relying on the packaging-return model that other brands are opting for.
The case is sold a part of starter kit, priced at $19.95, and each refill balm stick sells for $11.95. For the launch, Peach has 3 deo scents: coconut jasmine, citrus vetiver, and cucumber sage.
And beyond the company’s in-house environmental sustainability efforts—Grove aims to be 100% plastic-free by 2025—Peach has partnered with the 5 Gyres Institute, a non-profit dedicated to a plastic-free planet. And purchases of the brand’s new deodorants help support that partnership.
Packaging isn't the only way to update the deodorant and antiperspirant category. In fact, The National Biofilms Innovation Centre, in collaboration with Cosmetics Cluster UK, recently hosted a free-to-watch Innovations in Deodorants webinar and Cosmetics Design Editor Deanna Utroske opened the event with a talk titled Future Fresh: Innovations, Improvements, and Ideas for the next Decade of Deodorants and Antiperspirants.