Hairstory takes step forward with more sustainable packaging

Sustainable beauty brand Hairstory is preparing to celebrate its upcoming 10th anniversary in September, launching a new look and new “innovative” product packaging for its “disruptive alternative to shampoo”, New Wash from today (8 July).

It features the introduction of the ‘Better Bottle’, “because not all plastic bottles are created equal”.

It may seem like a relatively small development from a relatively small brand but consumers are increasingly saying that they want easier options to buy sustainable products. And such developments can be game-changers, particularly in a haircare market that still relies on plastic bottles that consumers need to recycle.

The brand’s fully-recyclable pouches have been developed to create a refillable bottle to further enhance the New Wash experience. 

Improved functionality includes a new pump designed specifically for thicker creams and a wide mouth for easy refilling. Inside, it funnels the product toward the centre to ensure consumers can use “every last drop of New Wash”. 

It’s now also made with sustainable PCR material and has a bottom-heavy, non-slip base to make it sturdier in the shower. It’s also antimicrobial to prevent mould and ultimately last longer. At its end of life, it’s also fully recyclable, the company notes.

And the new look? New Wash now has a “super-sleek design” with clearer usage instructions and a QR code to learn more and is “ideal for those transitioning from traditional shampoo to a cleansing cream”.

CEO Dina Rosenbloom said the changes “mark a significant evolution in the user experience of our flagship product. The introduction of our patent-pending, endlessly refillable bottle represents a true game changer for our brand. I am particularly proud that this innovative packaging aligns seamlessly with Hairstory’s commitment to sustainability.”
 
The Better Bottle for New Wash is priced £15 unfilled with 8oz refills £46. It said £48 filled bottles will soon be available.