Sustainable cleaning brand Ecover is taking a bold stand against household waste with the launch of its new “The Gloves Are Off” campaign — a nationwide call to rethink our reliance on rubber washing-up gloves.
The campaign shines a spotlight on a surprising environmental culprit: disposable rubber gloves. According to Ecover, up to 370 million pairs of washing-up gloves could be thrown away in UK homes every year — many of which may take up to a century to decompose in landfill.
Now, the brand is urging Brits to ditch the gloves for good.
A Prehistoric Reminder: The T-Rex Installation
To drive the message home, Ecover unveiled a striking public installation featuring a towering T-Rex sporting giant rubber washing-up gloves — four times the size of standard pairs. Positioned in a kitchen sink scene complete with dirty dishes mid-clean, the dinosaur reimagines rubber gloves as relics of a bygone era.
The installation challenges consumers to imagine a future where rubber gloves are viewed with the same curiosity as prehistoric fossils — outdated and unnecessary.
The visual stunt highlights a simple idea: washing-up gloves don’t have to be a permanent fixture at the sink.
370 Million Pairs in UK Landfill Each Year
The statistics are sobering. With hand dishwashing still a daily chore in UK households — and 45% of adults washing dishes more than once a day — glove usage adds up quickly.
Over a third of UK adults say washing dishes negatively impacts their skin health, which often drives people to reach for gloves. However, as consumer demand grows for cleaning products that are both powerful and skin-friendly, brands like Ecover argue that gloves are no longer essential.
“When a pair of gloves lasts minutes in the sink but years in landfill, something has to change,” an Ecover spokesperson said. “We’ve been conditioned to believe that powerful washing-up requires protecting our hands with throwaway gloves — but that simply isn’t true anymore.”
Introducing Ecover Power Washing Up Liquid
As part of its mission to make every wash less wasteful, Ecover has launched its most powerful washing-up liquid to date: Ecover Power Washing Up Liquid.
Designed to be tough on grease and gentle on skin, the dermatologically tested formula produces long-lasting suds while requiring less product and scrubbing — helping reduce water, time and product waste.
Key features:
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Premium bergamot and sage fragrance
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Available in 950ml (£4.95), 450ml (£2.95) and 5L refill (£18.00)
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Washes up to 7,400 dishes (950ml)
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Leaping Bunny-certified
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Bottles made from 100% recycled plastic (minus caps)
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100% recyclable packaging
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Produced in Ecover’s Platinum Zero Waste certified factory
The new washing-up liquid joins Ecover’s Power range, alongside dishwasher tablets and toilet cleaner, expanding its portfolio of consciously formulated cleaning solutions.
Where to Buy
Ecover Power Washing Up Liquid is available now from:
Further retail distribution is expected in the coming months.
For more information about the campaign, visit the official Ecover website or follow the brand on Instagram.
The Bigger Picture: Sustainable Living at Home
At a time when UK households are becoming increasingly mindful of their environmental footprint, small swaps can make a meaningful difference. From refillable packaging to cruelty-free formulas, brands are rethinking how everyday products are made and used.
If you’re looking for more eco-conscious lifestyle updates, explore our sustainability coverage on Verge Magazine, including features on green home trends and responsible consumer choices.
Because sometimes, making a difference starts at the kitchen sink.
