Independent men’s grooming brand King of Shaves has pledged to end the use of single use plastic by 2023. To that end, the brand has launched Code Zero, a lifetime use, refillable metal range and announced a partnership with Surfers Against Sewerage.

The Code Zero range will include shaving, skin care, deodorants, lip balms, hair styling and oral care products packaged in aluminium and cork refillable formats, with refills sold in 100 percent recyclable and / or compostable wrapping.

The company will usher in a new online purchase model to allow customers to significantly reduce their carbon footprint without compromising on cost.

“Since 1993, we’ve made shaving and skincare products for men and women, that have protected their skin from rash, burn and pain,” said Will King, Founder and Executive Chairman. “Now we need to do the same for our planet, zeroing out unnecessary, unacceptable and undesirable single-use plastic product formats.

“As a responsible branded goods manufacturer, selling millions of units each year, we strongly feel it’s our responsibility to future generations to help consumers make a sustainable change without it costing them more. There should be no ‘sustainable packaging tax’ or cost increase. Our Code Zero range is more than a range of products designed with Circular Economy principles, we intend our #MyCodeZero initiative to become a lifetime movement with the purpose to campaign against and zero out unacceptable behaviour in all its forms. The #MyCodeZero call to action is designed to not just ‘shave lives’ better but treat our planet and its finite resources with respect.”

Hugo Tagholm, CEO of Surfers Against Sewage added: “The level of pollution the world currently faces is on a scale many people struggle to comprehend. The impact a well-known brand like King of shaves can have on reducing waste is so important, not just because of the reduction of single-use plastic, but because of the precedent and challenge it sets for other brands. We’re delighted to partner with King of Shaves, they will also be a partner of the inaugural Plastic Free Awards in November, and we’re jointly looking forward to working together.”