A new addition to the sustainable personal care sector launches this October, as Fussy, best known for its natural deodorant, debuts a refillable body wash housed in aluminium cans. The company claims this move could prevent more than 4.1 million plastic bottles from reaching landfills within the first six months of release.
Available from 9 October exclusively via Fussy’s website, the Refillable Natural Body Wash starts at £15 for a starter kit and £6 for individual refills. The brand’s distinctive refill method – TWIST, POP, WASH™ – is designed to make sustainable habits more accessible to consumers.
Each refill is packaged in a recycled aluminium can rather than plastic or compostable alternatives. According to the company, aluminium not only avoids landfill due to its recyclability but also cuts lifetime carbon emissions by up to 95% compared to plastic. Fussy estimates that switching to its aluminium refills can save the same amount of CO2 as leaving a laptop unplugged for a month.
In a shift from its origins in deodorant, Fussy is extending its plastic-free ethos to broader body care. The launch comes amid growing demand for alternatives to plastic-heavy shower gels, which often contain synthetic ingredients and are typically discarded after a single use.
The aluminium bottle is designed for repeated use, paired with refills containing 98% natural ingredients. These include glycerol oleate, which replaces moisture lost through washing; prebiotics extracted from chicory, sun root and agave to support the skin barrier; corn sugars for hydration; and 10% aloe vera juice to soothe and moisturise. Coco glucoside, derived from plants, is used to create a creamy lather.
The refill range offers four scent options: Lavender Fields (lavender, geranium and vetiver), Wide Eyed (mandarin, grapefruit and black pepper), Tropic Tonic (lime, basil and mandarin), and Coconut Milk (coconut, almond and vanilla).
Speaking on the launch, Matt Kennedy, Founder and CEO of Fussy, said: “Can you believe it? We’ve gone from caring for your armpits to looking after your whole body with our new refillable body wash. We’re making sustainability fun, and honestly, we wouldn’t get naked for anything less — TWIST POP WASH!”
Fussy’s announcement signals a continued push toward reducing plastic in everyday routines. The company, which has previously stopped over five million single-use plastic deodorants from entering waste streams, now aims to replicate this success with body wash.
Products will be available directly to consumers from Thursday, 9 October.
