L'Oréal Expands Refill Beauty Packaging, Liquid Death Introduces Limited 5-Liter Keg, and UpCircle Launches Refillable Deoderant

The campaign wasn't explicitly intended for sustainability, but the shift to larger volumes per unit may align with broader industry efforts to decrease packaging waste. Image provided by ThePackHub.

Liquid Death Introduces Limited 5-liter Keg Format for Hydration 

Liquid Death, a US-based packaged water company known for its canned products and maverick brand positioning, is launching a limited edition 5-liter keg format as an alternative to its standard aluminum cans. The introduction forms part of a promotional campaign branded “Kegs for Pregs”, highlighting hydration needs during pregnancy. However, the format itself is intended more broadly for group or high-volume consumption. The kegs have been developed in partnership with Berlin Packaging, which supplied the 5-litre container format used in the launch. This development marks a shift from the company’s established single-serve offering, presenting a reusable bulk packaging option that could reduce reliance on smaller-format containers and potentially lower overall packaging material use per liter of water. While not positioned explicitly as a sustainable solution, the shift to larger volumes per unit may align with broader industry efforts to decrease packaging waste. The keg design is metallic and pressurized, similar to small-scale beer kegs, and is likely aimed at increasing the brand’s novelty appeal and expanding into different use occasions, such as gatherings or personal use in homes. The packaging also offers potential differentiation on shelf and through direct-to-consumer sales channels. 

UpCircle’s approach underlines a broader commitment to reducing single-use plastic in personal care routines.Image provided by ThePackHub.

UpCircle Introduces Refillable Deodorant with Biodegradable Refill System 

UK-based personal care brand UpCircle has introduced a refillable deodorant designed with a focus on both skin sensitivity and sustainable packaging. The product is offered in a 41g format and is available in a durable aluminum dispenser, which is paired with biodegradable cardboard refill cartridges. The formulation features macadamia oil for hydration and upcycled prickly pear for its anti-inflammatory properties, making it suitable for all skin types, particularly sensitive skin. Fragranced with bergamot and lime, the deodorant provides up to 24 hours of odour protection through a corn starch-based, baking soda-free formulation. This non-sticky formula is designed to glide smoothly and avoid piling, aiming to offer a comfortable user experience throughout the day. UpCircle’s approach underlines a broader commitment to reducing single-use plastic in personal care routines, by enabling customers to continue using the dispenser while only replacing the refill. Priced between £5.99 and £19.99, the product targets consumers seeking lower-waste alternatives to conventional 

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