Aug 10, 2019 | By Luke Tebbutt
Experience Lifestyle & Interiors on WGSN.
Apr 03, 2019
Over the past year, sustainability has had a major visual rebrand. Now seriously design-led, eco products and brands often feature Instagram-ready packaging and branding, and Millennial-friendly colour and texture choices too. The latest company to make its mark in the thriving sustainability-meets-wellness space is By Humankind.
The US start-up eliminates single-use plastic from the bathroom shelf, instead offering toiletries and personal care products (natural deodorant, mouthwash tabs, shampoo) that come in either solid form, wrapped in paper, or in the case of the deodorant, a reusable plastic container, with refills then sent to you in paper (with free shipping).
As well as being refillable, the products are formulated with ethical, clean ingredients, but also promise to “outperform the rest”. For the deodorant, this means it claims to be 40% better at eliminating odour-causing bacteria than leading natural deodorants.
The brand’s launch comes at a time when wellness is increasingly intertwined with sustainability, as consumers increasingly expect to not have to choose between what is good for their own health, and what is good for the long-term survival of the planet.
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