As the UK’s toiletries industry is one of the biggest contributors to the global waste plastics in landfills and oceans crisis, King of Shaves, one of the UK’s leading independent men’s grooming brand has made a pledge to drive out single-use plastics by 2023 as it announces its latest introduction of Code Zero. This new line, made from aluminium and cork, has been created as a lifetime use refillable metal range in partnership with Surfers Against Sewage, who tackle plastic pollution.
The Code Zero range will include shaving, skin care, deodorants, lip balms, hair styling and oral care products. Refills will be sold in 100% recyclable and/or compostable formats. The first product to surface from the range is the Code Zero Shave Stick, which will be available exclusively to pre-order by backers on Indiegogo from today (10th April), with a full rollout through leading UK retailers and online later this year.
King of Shaves Founder and Executive Chairman, Will King, said: “Since 1993, we’ve made shaving and skincare products for men and women that have protected their skin from rash, burn and pain. Now we need to do the same for our planet, zeroing out unnecessary, unacceptable and undesirable single-use plastic product formats.
“We intend our #MyCodeZero initiative to become a lifetime movement with the purpose to campaign against and zero out unacceptable behaviour in all its forms.”
Hugo Tagholm, CEO of Surfers Against Sewage, added: “The level of pollution the world currently faces is on a scale many people struggle to comprehend. The impact a well-known brand like King of shaves can have on reducing waste is so important, not just because of the reduction of single-use plastic, but because of the precedent and challenge it sets for other brands.”
For further information, please visit: www.shave.com/mycodezero