British company King of Shaves says it will ditch single-use plastic within four years to tackle pollution, but added the move will hit profits.
It has already spent £120,000 on its shift to refillable products, with its first range, Code Zero, launching in July.
Founder and executive chairman Will King said while the switch from single-use plastic will eventually double annual revenues, from around £3million now to about £6million, it will knock profits in the short term.
He said: “This is a hit we will absorb due to the responsibility we feel we owe the environment.”
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He added: "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."
The company already spends around £1 million a year on packaging, but said the cost will increase initially under its plan to switch to durable packaging.
The group's Code Zero range of lifetime use, refillable products will include shaving, skincare, deodorants, lip balms, hair styling and oral care products.
They will use aluminium and cork in production and packaging, with refills sold in fully recyclable or compostable formats.
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Its first product - a shave stick - will be available to pre-order in advance by backers on crowdfunding site Indiegogo from April 10.
The initiative is backed by the Surfers Against Sewage organisation, which is campaigning to cut plastic pollution.
King of Shaves managing director Andy Hill added: “If the consumer engages with refills then over time the ongoing investment in packaging will reduce. But it will be a marathon, not a sprint in terms of cost reduction.”
The Code Zero shaving, skincare, deodorants, and hair products will use aluminium and cork in production and packaging, with refills in recyclable or compostable formats.
