Rock Face, the British men’s grooming brand known for its bold scents and smart formulations, is making its biggest move yet in sustainability.After 18 months and countless prototypes, the firm has launched the UK’s first refillable deodorant formulated just for men.
New packaging offers Rock Face’s sleekest aesthetic yet, reimagining an everyday essential with a premium, aftershave-style design. The refillable case boosts shelf appeal and taps into growing demand for elevated grooming products.
Manufactured from 100% recyclable materials, it’s slick and sustainable without compromising on scent. The natural formula delivers three district scents that leave customers wanting more.
The product is built to perform and delivers 48-hour odour protection, providing essential freshness in a sturdy case men will actually want to keep.
Sustainability is at the heart of this product launch, with the durable refillable case made from post-consumer recycled plastic and fully recyclable at the end of life.
The case has an RRP of £8, while the refills are available to purchase for just £6.
Rock Face’s Refillable collection is now available online, and Morrisons and Tesco in store.
With three unique scents to choose from – Original, Power and Refined – it’s safe to say bathroom shelves across the UK are getting a serious upgrade.
The launch represents a new chapter for Rock Face as the firm looks 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,” says 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.”
The launch marks a major milestone for Rock Face which has spent more than a decade developing men’s grooming products that combine high performance with straightforward simplicity.
To support the rollout, the brand will launch retail promotions in Tesco and Morrisons from August.
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.
The campaign taps into shopper demand, with over 70% actively seeking discounts and mobile-first promotions.
After an explosive year of growth, Rock Face successfully secured £2.5 million 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.
It recently launched its biggest, boldest, and most attention-grabbing marketing ploy to date – the ‘Makes Scents’ campaign. Poking fun at the cliched tropes of men’s fragrance ads, the campaign took over billboards in London, with more than 1,000+ TFL ads, posters, and billboards, delivering almost 250 million impressions.
