Henkel’s Fa brand relaunches with recycled materials in sustainable push

GERMANY – Henkel has updated its popular Fa body care line by introducing packaging made from recycled materials to cut down on environmental impact. 

The relaunch covers shower gels in 250ml and 400ml sizes, now using transparent bottles composed of 100% recycled plastic that can be fully recycled at the end of use. 

Certain deodorant variants also feature tubes with 50% recycled aluminum content, which helps lower the overall carbon footprint of production.

According to Henkel representatives, the change supports broader efforts to use more sustainable resources in personal care products. 

All the shower gel formulas include more than 93% naturally derived ingredients, delivering long-lasting freshness for users. 

The updated design keeps Fa’s iconic water wave motif to highlight the theme of refreshment while making the packaging more eco-friendly.

In a statement, a Henkel spokesperson noted that these modifications make the products easier to recycle and reduce reliance on virgin materials. 

“We aim to make everyday body care more responsible without compromising on quality,” the spokesperson said. The company plans to expand these features across additional items in the coming months.

This move by Henkel comes amid growing industry focus on circular packaging solutions. 

For instance, in May 2025, Burt’s Bees introduced crisp snack packaging containing 55% post-consumer recycled (PCR) plastic, certified recyclable by Recyclass and cyclos-HTP. 

The design cuts plastic use and helps lower extended producer responsibility fees, showing how brands are applying recycled content to everyday items.

Other personal care companies are exploring fiber-based and compostable options too. 

Evolve Organic Beauty recently debuted refills for its African Orange Aromatic Hand & Body Wash and Superfood Shine Shampoo in Pulpex’s fiber bottles, marking the first commercial use of such material in this sector.

 Customers can refill at home, and the bottles recycle with paper and cardboard, cutting waste from single-use plastics.

Meanwhile, Wild launched a refillable roll-on deodorant with plastic-free refills made from Vivomer, a compostable biopolymer developed with Shellworks. 

The 50ml refills break down in soil within one year and build on materials already in Wild’s shower gels. This approach targets the UK market by offering convenience and full circularity for deodorant packaging.

These developments highlight ongoing shifts in the personal care sector toward reusable and recycled materials. 

A recent McKinsey survey from March 2025 found that 77% of US consumers view recyclable packaging as very important, with many willing to pay extra for such features. 

As brands like Henkel, Evolve, and Wild advance these innovations, the push for sustainable options continues to shape product designs and consumer choices in 2025.

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