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Brief Published: 21 Dec 2020

Haeckels Revolutionises Sustainable Body Washing


British bodycare giant Haeckels has launched a game-changing waterless body cleanser. 60% H20 Ocean Cleanse Concentrate + Allantoin is a sustainable alternative to ordinary shower gels, addressing the beauty industry’s impact on the environment.

The cleanser comes in pill form, which transforms into a gel consistency in around 30 minutes when mixed with boiled water in the accompanying ceramic dispenser. Key non-irritating ingredient allantoin is extracted from the root of the comfrey plant and helps to heal and stimulate the growth of new skin tissue. It leaves the body feeling smooth and hydrated, and its scent profile is built on lemon, geranium and beetroot.

Waterless and natural, it taps into trends explored in Luxury Beauty’s Meaningful Pivot, such as consumers wanting to engage with sustainable conversations and values. Forty-four per cent of luxury buyers say their purchasing decisions are now influenced by a company’s ethical and sustainability credentials (Luxury Daily, 2020). The pill format evades 94% of the carbon emissions in manufacturing and 95% in shipping. Additionally, it produces 97% less kgC02e in production and 95% in distribution in comparison to standard body cleansers.

“Everything we do is driven by sustainability; our glass bottles and recycled pumps and lids are one thing (and so too is our compostable packaging),” said founder Dom Bridges. “But we knew we had to keep experimenting. That’s what we do as a company with a passion to fix things – not to be anarchic against the industry, but to help.”

As we explore in Towards Our Sustainable Future, disruptive experimentation is a huge driver for change and innovation in the beauty industry, particularly water-responsible strategies. For more regular updates, see our Beauty Sustainability Round-Ups for June, September and December.