“Revolutionizing Packaging: How Small Brands Are Leading the Way with Refillable Containers”

Clean Cult and Wild, two upstart consumer products brands, are making waves in the industry with their commitment to shunning single-use plastic in their packaging. Clean Cult, based in New York, offers plant-based cleaners, soaps, and detergents in 20-ounce aluminum bottles that can be refilled from paper cartons that are curbside recyclable. The company has recently secured a deal with Costco, marking the first time the wholesale club has stocked a brand that uses refillable aluminum packaging. Clean Cult’s products are also available at CVS, Walmart, and various regional grocery stores.

According to Paul Foulkes-Arellano, founder and principal at consulting firm Circuthon, there are hundreds of small brands focusing on refillable containers, but most sell directly to consumers. Clean Cult’s partnership with Costco could help normalize the concept of refillable containers in a cost-effective way, making it more accessible to a wider audience. The company’s CEO, Ryan Lupberger, mentioned that Clean Cult experimented with various materials and formats before settling on the combination of aluminum and paper for their packaging.

On the other hand, Wild, a U.K.-based personal care company, has caught the attention of Unilever, which recently acquired the brand for an undisclosed sum, rumored to be around $300 million. Wild offers deodorant, body wash, and lip balm in refillable containers, aligning with Unilever’s goals of embracing reusable packaging. The acquisition highlights Unilever’s commitment to sustainability and reducing plastic waste in the personal care industry.

Overall, the rise of refillable packaging in consumer products reflects a growing trend towards sustainability and environmental consciousness. With more brands and retailers embracing refillable containers, consumers have more options to make eco-friendly choices in their everyday purchases.