Men’s grooming brand Rock Face is making its most significant move yet in sustainability. After 18 months of development, the British firm has launched a refillable deodorant formulated just for men.
With a premium, aftershave-style design, the refillable case is manufactured from recyclable materials. The brand noted that the product is sustainable without compromising on scent and delivering 48-hour odour protection. The case has an RRP of £8, while the refills are available for £6.
Rock Face’s Refillable collection has launched online and in Morrisons and Tesco, offering three scents to choose from: Original, Power, and Refined.
The company noted that the launch marks a new chapter as it seeks to build its ESG credentials and affirm its position as the leading sustainable men’s care brand in the market.
“This is what happens when scent obsessives take on sustainability,” said James Wilkinson, CEO of Rock Face. “These products will enable men to make consumer decisions that positively impact our environment, helping them to feel good about their choices.
“We didn’t just make a refillable deodorant; we curated a product that men will actually want to refill. It looks good, smells better, and lasts longer – because the future of men’s care should be worth committing to.”
To support the rollout, the brand has launched promotions in Tesco and Morrisons. In Tesco, a digital coupon offer in partnership with Savi will give shoppers a free refillable case and a free refill when the case is purchased with a Tesco Clubcard.
Rock Face secured £2.5m in new funding earlier this year to expand its product range and strengthen its market position, alongside a 300% increase in team size to support this growth.
