The Hoxton partners with zero-waste store, Plastic Freedom, for its first ever stand-alone retail space, bringing a sustainable addition to the Shepherd’s Bush neighbourhood.  

Exit via the refill shop.

Plastic Freedom x The Hoxton

"Our first ever retail location inside The Hoxton will be something you won't have seen before; we will be offering our best selling skincare, haircare and household products that you can refill once your original is empty, or simply bring your own container to try out new items.”

Beth Noy, Founder of Plastic Freedom


Always looking to champion community-led brands and add value to its neighbourhoods, The Hoxton is proud to be collaborating with zero-waste store, Plastic Freedom as its retail partner in the upcoming Shepherd’s Bush hotel, opening in December. This exciting new concept marks Plastic Freedom’s first bricks-and-mortar retail space, after being a one-stop online eco store since 2018, and comes as a marked evolution of The Hoxton’s retail offering, this being the brand’s first property with dedicated retail space in Europe.


Located to the right of the lobby in The Hoxton, Shepherd’s Bush with its own dedicated street entrance, the shop will serve both locals and hotel guests, and will be open 7 days a week. Plastic Freedom will offer a complete range of sustainable products, as well as more unique and hard-to-find refillable products; shampoo, conditioner & hair spray from Moo & Yoo, face masks, moisturisers and serums from Upcircle, and even natural nail varnish remover, to name a few. This scale and variety of refill offering is set to be one-of-a-kind for London, making Plastic Freedom not only beneficial to guests and local residents, but also a destination, driving footfall to the area. Not just a refill shop, Plastic Freedom will offer a range of low-waste, plastic-free lifestyle and food products, catering for all eco-needs; with a range including homeware from brands like Eco Living & Zero Waste Club, cleaning products from FILL & Ocean Saver and even underwear & sex toys, the epitome of full service.

Plastic Freedom was founded by Beth Noy in 2018, out of exasperation with plastic packaging overload, and has since emerged as a leading destination for environmentally conscious alternatives to everyday essentials. With an ethos that resonated with The Hoxton’s focus on sustainability without compromising on design, the partnership with Plastic Freedom developed naturally into this stand-alone retail space.

Plastic Freedom at the hoxton


Speaking about the partnership with The Hoxton and the evolution of her brand, Beth comments: “We are so excited to be opening alongside The Hoxton, Shepherd's Bush. Four years since starting Plastic Freedom our product range has grown massively with award winning products that prove eco swaps aren't a compromise! Our first ever retail location inside The Hoxton will be something you won't have seen before; we will be offering our best selling skincare, haircare and household products that you can refill once your original is empty, or simply bring your own container to try out new items. You'll save money and reduce waste with our refill stations whilst our seasonal product changes will help you regularly make swaps around your home and travel routines.”


The Hoxton is proud to support its local communities, encouraging guests to get out and explore with neighbourhood guides and Hox Friends-curated tips, always with the aim of championing exciting local brands, projects and individuals, whist The Hoxton’s Good Neighbours fundraising initiative is an ongoing commitment to do good for the communities around its hotels.


The Hoxton is a series of open house hotels, rooted in culture and community, located in key cities across the UK, Europe and North America. Each hotel is a reflection and extension of its neighbourhood, inspired by the diversity and originality of the streets that surround them. Vibrant, welcoming public spaces and exciting dining concepts mean every Hoxton is as much a destination for the local community as it is for guests.


The Hoxton, Shoreditch opened in 2006, followed by Holborn (2014), Amsterdam (2015), and Paris (2017). Global expansion saw the arrival of The Hoxton, Williamsburg (2018), Portland (2018), Chicago (2019) and Downtown LA (2019), followed by a third London property in Southwark (2019), Rome (2021) and Barcelona (2022).  The Hoxton is part of Ennismore, a creative hospitality company rooted in culture and community, with a global collective of entrepreneurial and founder-built brands with purpose at their heart.


Plastic Freedom is a one-stop shop for the eco-conscious, eco-curious, and eco-virgins. They stock sustainable goods whilst building awareness, driving change, and providing a solution to improve our Earth’s eco-crisis.

From the very beginning, Plastic Freedom has been dedicated to building awareness and driving change, looking at innovative ways to meaningfully engage with customers and make sustainable consumption more compelling than ever. The creation of a tangible presence as a retail space within a diverse and mindful community builds on this ethos and marks the next step in the brand’s journey. 

Plastic Freedom at The Hoxton, Shepherd’s Bush: 65 Shepherd's Bush Green, London, W12 8QE



For further information:

Hebe Blackett |

Plastic Freedom |

November 24, 2022 — Beth Noy
Tags: bloggle