British men’s grooming brand Rock Face has launched what it claims is the UK’s first refillable deodorant formulated specifically for men, following 18 months of development and multiple design iterations. The latest innovation marks a significant step forward in the brand’s sustainability strategy and wider market presence.
The refillable deodorant, available in three distinct scents – Original, Power and Refined – reflects an elevated approach to everyday grooming. Packaged in a sleek, aftershave-inspired case, the product has been created with 100% recyclable materials, combining visual appeal with environmental responsibility. The refillable case, priced at £8, is made using post-consumer recycled plastic and is fully recyclable at the end of its life. Refills retail separately for £6.
“This is what happens when scent obsessives take on sustainability,” said 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.”
Offering 48-hour odour protection, the product has been engineered to perform while supporting more sustainable consumer habits. The bold design and high-performance credentials aim to encourage repeat use and long-term adoption of refillable formats.
The launch coincides with Rock Face’s broader strategy to become a leader in sustainable men’s care, a move bolstered by a recent £2.5 million funding round that also saw the company triple its team size. The refillable range is now available online, and has landed in-store at major UK supermarkets Tesco and Morrisons.
To support the rollout, Rock Face has confirmed retail promotions launching in August. In Tesco, a digital coupon in partnership with Savi will allow Tesco Clubcard holders to receive a free refillable case and refill when purchased together. The promotion has been designed to tap into the growing trend for mobile-first deals, with over 70% of UK shoppers actively seeking discounts.
The product launch follows the brand’s recent ‘Makes Scents’ campaign – a satirical marketing drive that parodied traditional men’s fragrance advertising. The campaign included a major media presence across London, with over 1,000 Transport for London ads and large-format billboards delivering nearly 250 million impressions.
Rock Face’s refillable deodorant range signals a new chapter for the brand, which has spent over ten years creating straightforward, performance-focused grooming products. The introduction of a refillable format highlights a growing shift in male grooming towards sustainable, design-led solutions.
