The company behind the King of Shaves male grooming brand is launching an eco-friendly toiletries range for men and women.

The 10-strong Patently Obvious line-up of hand washes and shower gels combines the first natural antibacterial action and a biodegradable formulation, claimed Andy Hill, MD of KMI. "The range has been designed for shoppers who want a green conscience without compromising performance," he said.

A six-figure push kicks off in April for the line, which is available in Boots next month priced from £2.99 to £3.99. KMI is also expanding the brand with household products later this year.