The Valentine’s Day is coming, are you annoying what to send “TA”?

If you think this is a promotion, then you are wrong. We hope to use this article to remind you to pay attention to a new beauty product trend -you can fill in beauty products.


For the luxury brand Hermès, perfumes may have been the closest attempt to its beauty products. Recently, it has launched a series of re -filled lipsticks, which is the first time that the company has been involved in the makeup field in its 183 history. This French fashion luxury brand also plans to expand its cosmetics products in the near future, such as foundation and skin care products.

The brand launched by this brand is highly anticipated, and the decision to be replaced by the use of packaging can also convey the importance of sustainability to the future of the beauty field.

What does this mean for the beauty product industry?

Hermès’s move sent a signal to other companies in the makeup industry -the beauty products that can be filled in packaging will not be a flash. It is expected that this trend will further affect large cosmetics manufacturers and start -ups, especially after the fashion luxury giant Hermès entering the field.

Source: “Wall Street Journal” David Abrahams

Sustainable concepts are emerging, which may create opportunities to increase brand experience. Whether it is providing online replenishment or ordering or attracting more offline customer traffic, filling services can be conducive to establishing a more stable relationship between consumers and brands. This relationship will push more high -quality high -end service models, more interconnected packaging, and other services related to beauty products.

Reuse packaging will put forward new requirements for product design: from disposable container to aesthetic design that needs to be further considered durability, ergonomic design, and a longer life than the product itself. From a sustainable perspective, more long -lasting and sustainable new materials have brought more challenges to replace existing materials -for example, the weight of transport glass containers may be heavier and more easily damaged.

Why is this very important


The momentum of filling the packaging is fast, and now it is almost a hot topic in every industry. Because Consumer Packaged Goods, hereinafter referred to as CPG) industry is an industry that mainly relies on disposable packaging, so sustainability is particularly important for the CPG industry.

Consumers, especially the millennials (born between 1980-1995) and consumers of the Z generation (post-95), are promoting a lifestyle that is no longer using disposable plastic. Government regulations in the European Union and some states of the United States are also encouraging CPG companies to use more sustainable materials instead of disposable plastics.

As more and more people turn to subscription models and automatic replenishment models, brand vendors may find that steering -available -filled models can reduce transportation costs and encourage customers to buy repeated purchases, which is more favorable.

Most of the products that can be reused are currently in the food and beverage industry. According to data from the Ellen MacAcarthur Foundation, although the product packaging can be reused to replace about 20 % of the one -time packaging, only 3 % of the current packaging can be reused, and the gap is still very obvious.

Although there is a huge gap between “ideal and reality” and potential development space, we cannot ignore the special challenges that may be faced with cosmetic products and personal care products.



For the company, it must consider logistics factors and weigh the use of reusable and filled packaging (consumers can send the product back to the store or online site to recover the product) and the advantages and disadvantages of using one -time packaging packaging.

Taste new psychology

If consumers want to try new cosmetics color numbers (such as blush or lipstick), they may tend to buy new products directly before using old products. If you consider the perspective of sustainable packaging, the brand needs to consider the filling of the product and its service life.

User viscosity

Unless the packaging of all products of the brand is unified and standardized, consumers may not want to be bound to a brand, especially in terms of beauty and personal care, consumers often have multiple brands of products.


Product Features

Because of the characteristics of the product itself, it is difficult to fill in some products. For example, for small products (such as mascara), due to difficulty in cleaning containers, it may not be significant to create recreated versions.

New habit

Customers need to make more carefully to make purchasing plans and establish new purchase habits centered on reuse, such as predicting when to supplement or set up automatic replenishment. Consumers’ motivation and behavior may reduce the possibility of shopping because of promotions or impulses.


Another consideration is consumer consumption capacity, because paying attention to sustainable or reusable packaging, consumers may need to pay higher fees in the early stage, which may cause some consumers Essence Therefore, the brand must set appropriate prices to avoid “scaring” consumers.

Cooperate with sustainable development plan

The packaging packaging is the common theme of the CPG brand. Hermes launched its first decision to fill lipstick, which may promote more startups and existing enterprises to give priority to reinable packaging and implement more and more sustainable development measures, especially those with higher pricing company.

Terracycle is a recycling company located in New Jersey, USA, and cooperates with major consumer goods brands and manufacturing companies for recycling and reuse. On the LOOP platform launched by Terracycle, customers will be able to order home products (such as shampoos and cleaners) with sustainable packaging (such as metal or glass containers). These home products often use plastic packaging. Tide, Haagen -Dazs, Dove, etc. are all in the list of brand partners in LOOP.


Household products in traditional sales, such as shampoo and cleaners, generally use disposable plastic bottles for packaging, but all these products are used for filling on LOOP. When the customer is used, the company will take these containers from the customer’s home for reuse or recycling, and then send it back to the consumers, as shown in the figure below. LOOP’s business spreads in Europe, Asia and North America.

Source: Terracycle

Unilever and Nestlè have cooperated with Chile’s startup Algramo to sell recreational home products. After the product container is empty, consumers can send it back or bring it to the ALGRAMO automatic vending machine to supplement. The ALGRAMO system encourages consumers to reuse the product packaging at a lower price (reduced by about 30 % per unit) and cashback. Algramo also cooperated with the startup ENEL X to send supplements to consumers’ homes through a mobile replenishment station that can be controlled by mobile phone application. Although it is currently limited to household supplies and foods, expansion to the field of personal care may be the opportunity for the future.

In October 2019, P & G launched capsule supplementary installation for its skin care products, the Ellan Oil New WHIP product. The company said that if these 5 million cans of moisturizing creams can be sold through capsules, it may reduce the amount of plastic dosage of 1 million pounds (about 453 tons).

How to innovate CPG

From hair care products to sweat -proof agent, many startups are paying attention and layout can be replaced. Other companies are also using new products such as adding water to recover (such as consumers can buy concentrated products, and then add water restore products) to innovate. Let’s take a look at some startups that have a layout of sustainable products (arranged according to the order of public financing).


Source: MyRO

Public funds: $ 16 million

Investors: Melo7 Tech Partners, Serena Ventures, OBVIOUS VENTURES, Western Technology Investment

MYRO is a company that focuses on sustainable development, produces neutral and pure plants as raw materials. According to the company, each of which can be filled with packaging boxes is 50%less than traditional packaging boxes, and can be cleaned with dishwasher. MYRO mainly sells direct sales through the Internet, and encourages consumers to purchase 3 pieces of supplementary suits in order to reduce transportation costs. Retailers such as MyRo and Urban Outfitters have achieved cooperation, so that their sweat -proof stick items or supplements can be sold at a lower cost. MyRO’s goods are eagerly sought after on the Internet for their environmental concepts and exquisite packaging.

By humankind

Source: TechCrunch

Public funds: $ 6.3 million

Investor: Great Oaks Venture Capital, Lerer Hippeau Ventures, Red Sea Ventures

By Humankind, which is invested by Lerer Hippeau Ventures, provides personal care products, such as filling antineromes in the filling bottle. Similar to MyRO, it also sells online. The company also sells bags of waters, conditioners and shower gels, and “only need to add water” mouthwash tablets to reduce plastic waste produced in the daily life of the bathroom. The company said that each person using its products can reduce one -time plastic use of 5 pounds a year. And its transportation materials are also biodegradable. The company applied for a patent for its re -filled stick -shaped sweat -shaped antipyretic bottle in 2018.

Public goods


Public funds: $ 4.25 million


Investor: Day One Ventures, Listen Ventures, YES VC

The startup headquarters in Brooklyn adopts a member system to produce non -branded personal care products and family necessities. Individuals can buy supplementary cream, body skin dew and shower gel. Its plans to further expand into areas such as parenting and pet necessities.

Alive & Well

Source: Alive & Well


Public funds: $ 100,000

Investor: GENER8TOR


Alive & Well is a hair care brand specifically for curly hair, which will be launched in the summer of 2020. This startup provides reusable bottles; consumers receive supplementary products every 3 months. According to Alive & Well’s survey, this kind of filling bag has reduced carbon and energy usage by 90% compared to traditional plastic bottle packaging, and 93% of plastic usage.

OWA haircare

Source: OWA haircare

Public funds: not public

Investor: Precursor Ventures

Some startups are solving the problem of filling packaging through dry and water -activated products. According to OWA Haircare, the water content of a traditional shampoo accounts for about 80%. Therefore, the brand has launched a concentrated, water -free shampoo, which can become liquid with water when shower. This method also helps the company save transportation costs. Because the shampoo with 8 ounces (about 227 grams) per bottle can produce shampoo can produce water, which is almost 3.5 times that of ordinary plastic bottle liquids.

Kjaer weis

Source: kjaer weis

Investor: Innovation Global Capital


Luxury brand KJAER Weis was launched in 2010, which aims to bring consumers with sustainable beauty products. Through its intelligent supplementary system, consumers can purchase mascara, facial essence oil, foundation, etc. to supplement their original metal packaging boxes. The price of these supplements is 30 % cheaper than buying new products with original packaging. The company said that supplementing has now increased to 25-30 % of sales.


Source: GLAM-IT

Investor: Not public

GLAM-IT’s GLAMPACT is a recipient that can be filled. Consumers can buy supplements for lip gloss, eye shadow and concealer online to decorate their own exclusive powder boxes with personalized personalization.


Fill in packaging can help brands provide higher -quality product experience and help reduce the use of disposable plastics. Although it can be filled in the application of niche products and personal care products, we believe that as more and more brands have noticed potential interest space and positive environmental protection concepts, there will be there will be there will be there. More and more products are moving towards the market.

Public funds: not public

Public funds: not public