King of Shaves launches 'Push Out Plastic, Move To Metal' - sustainable refillable shaving gels

British grooming brand, King of Shaves has launched two new refillable shaving gels and oils as part of its commitment to CODE ZERO.

The brand has introduced new sustainable packaging for its best selling products, the sensitive shaving gel and advanced shaving oil. Both are now available in lifetime and use refillable aluminium pump containers, with 100% recyclable polythene PE refill pouches using 72-84% less plastic than equivalent single use packs.

The sustainable collection will be available at launch retailer Waitrose.

Waitrose Men's health and Beauty Buyer and Partner, Jourdan Gabbini said: "we are really excited to be sticking this fantastic new grooming range by King of Shaves. Not only are they great quality and value for money, but they are great for the environment too- something we know is a real priority for our shoppers. It's great to be working with a brand who is looking for ways to be more sustainable and reduce plastic."

This launch is followed by the brand's announcement of CODE ZERO in 2019 - a purpose driven mission to remove single use plastic from their range and be "Plastic Free by 2023. With 695 of plastic and toiletries packaging entering landfill each year and over 120BN items produced world-wide, this is a massive problem that will only go away through genuinely sustainable actions by brands and companies."