Welcome to the Refillution
In an industry where the packaging is as coveted as the ingredients inside, the call for a more circular approach is long overdue.
While there is no doubt the desire from consumers to “do better” is strong, the everyday inconvenience of adopting more conscious habits often proves a barrier to real progress.
According to a 2020 IPSOS report
“In the US, 35% of consumers say that they find it difficult to follow through on their sustainability principles and 41% say that sustainability is “just one more thing” they have to worry about, so it sometimes falls to the bottom of their list.”
The beauty industry has seen a monumental shift in the last decade, coming under pressure from agile pure players and independent brands alike. So it’s no surprise that once again it’s the smaller, disruptive D2C brands establishing a new model aimed at closing the loop on single-use beauty waste, promoting refills over landfills.
These brands don’t claim to be perfect, they focus is instead on making the circular economy more convenient and encouraging consumers to take small steps towards conscious consumption.
Anna Priadka founder at Fills explains:
“We make it easy to embrace sustainable self-care. We are accountable for our packaging waste, by reusing, refilling, and recycling wherever possible. All you have to do is treat yourself to our low waste beauty products and we’ll take care of the rest.”
Ready to embrace the refill model?
charrli market themselves as “the milkman reimagined” offering one of the easiest, convenient ways to adopt this trend with a beautifully curated range of brands to add to your subscription and clever bundles to get you started on your refill journey.
For those of you not wanting to compromise your shelfie credentials, these independent brands offer refill packaging as aesthetically pleasing as their ‘life long’ counterparts.
Interested in how you can reach more conscious consumers by adapting to a refill model? Drop me an email below.