A good question! 🤔
The refill design is completely innovative and has been made using a brand new material (Vivomer) which functions just like plastic (shelf stable, watertight, easily shaped etc.) but leaves no plastic or damaging trace, and it's simply made from microbial fat!
While plastic is indeed cheap and convenient, it is not the planet's best friend overall. Plastics have also been in production for decades meaning many processes have become cheaper along the way as various industries poured investments into their development.
What we’ve done here at Wild is make the world’s first 100% conventional plastic-free, compostable refill which can hold a liquid. It’s pretty awesome! We’ve often said with our deodorants that the planet shouldn’t pay the price for you to smell nice, and this is the same for our haircare range.
We are determined to innovate before it’s too late.🌍