Home & Garden
‘Plastic blindness’
Nearly half of UK households underestimate their weekly plastic waste – a lot of which is hidden by online shopping.
7 October 2025
This article first appeared in our COP30 special issue of My Green Pod Magazine. Click here to subscribe to our digital edition and get each issue delivered straight to your inbox
Inspiration can strike at any time, and Adam Webb’s lightbulb moment came when he was applying deodorant.
‘I looked at myself in the mirror and asked: how many of these do I use in a year – in a lifetime? How many do we use in the UK, the USA – the world? It was then that I decided to create a deodorant that lasts a lifetime.’
In addition to feeling ‘genuinely sick’ of all the single-use plastic in his daily routine, Adam launched Lifelong Deo in a bid to address a deeper cultural problem.
‘I was tired of seeing ugly personal care products’, he tells us. ‘I wanted to create a product people would feel inspired to keep for a lifetime – that they wouldn’t want to throw away.’
Lifelong Deo is a plastic-free liquid roll-on deodorant, which is unique in a couple of ways.
‘All other plastic-free deos are sticks’, Adam explains. ‘We decided to keep away from sticks as they are, well, sticky. They leave white marks on your clothes and a paste under your armpit.’
Adam confesses that creating a plastic-free liquid deodorant was ‘easier said than done’ because most liquid deodorants use plastic to protect the liquid.
Instead, Lifelong Deo contains an all-natural powder that you simply mix with water at home to create the finished product.
The original Lifelong Deo was designed to be a luxury deodorant that looked beautiful, felt great and was made from the highest quality materials.
It launched on Kickstarter and was a huge success, raising 354,000 euros and generating Lifelong Deo’s first few thousand customers. Still, Adam knew there was more work to be done.
‘It was a luxurious product but quite expensive for the average person’, he shares; ‘to make the biggest impact I knew we needed to design a deodorant that was more affordable and accessible to everyone.’
Refills for Lifelong Deo 2.0 only cost seven euros and last two months, which Adam hopes will make an all-natural, quality deodorant affordable to most people.
He’s now launching a new applicator that will make the deodorant even more accessible.
The new design also features interchangeable rollerballs, adding a playful element of customisation. ‘The first launch of Lifelong Deo was all about putting luxury into deodorising’, Adam explains; ‘now it’s about putting some fun into the mundane world of deodorants.’
The refills for Lifelong Deo 2.0 are 100% plastic free, and the applicator is made from 100% ocean-bound recycled plastic.
For every deodorant applicator sold, Lifelong Deo also removes 1kg of plastic from the ocean through its partner, Seven Clean Seas.
‘I love what they do’, Adam says, ‘and I love the sea. We have to protect the sea to protect our future. It’s clear the governments don’t care – and nor do many brands – so partnering with Seven Clean Seas is a blessing. I’m helping to stop plastic deodorants from being used, and Seven Clean Seas is removing polluting plastics from the seas.’
Lifelong Deo 2.0 is part of a broader plan to launch more plastic-free products, all under the Lifelong brand. Look out for a body wash, hand wash and shampoo – all with the same formula: a natural power that’s simply mixed with water at home.
To date Adam has used Kickstarter as a way to get his products seen by millions of people. ‘For those who aren’t aware of Kickstarter, it’s a platform that allows founders to launch new products’, Adam explains. ‘People back the campaign by giving a donation; in return they get products a few months later, once mass production is complete.’
A growing number of health and beauty companies are using crowdfunding as a way to raise money and build their brand, and Kickstarter is helping to support brands that truly want to make a difference.
For Adam this has been a great way to test the market; to see whether people are ready for the product, get feedback from the community and iron out any small issues. ‘This is all immensely helpful before scaling and going to market properly’, Adam shares.
For Adam, it’s important for people to know that their daily routines can truly make a difference. ‘Just by using a Lifelong Deo, one person can stop 400 plastic deodorants going to landfill. Just imagine if their partner, teenage children, friends and family did the same. It soon adds up!’
Now it’s time for Lifelong to go mainstream so it can make a bigger impact. Adam’s dream is for the Lifelong brand to remove 1 million kg of plastic waste from the seas, simply by creating products people love and use daily. ’What an achievement that would be’, he says.
Information about Lifelong Deo 2.0 and how to support the Kickstarter campaign is here.
Nearly half of UK households underestimate their weekly plastic waste – a lot of which is hidden by online shopping.
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