Leading brands Dove, Nolla, and Natulim are transforming personal care with refillable packaging solutions that reduce waste while maintaining consumer convenience. These innovations represent a significant shift toward circular economy practices in the beauty and hygiene industry.
- Dove launched refillable deodorants with reusable cases and modular refills, with refillable deodorants now representing 4% of the market with 45% year-on-year growth
- Nolla introduced durable silicone refillable shampoo bottles with semi-transparent design for easy mixing and monitoring of powder formulations
- Natulim expanded into personal care using Meadow Kapsul technology with reusable dispensers and recyclable aluminum capsules for shower gel, hand soap, and shampoo
- All three solutions prioritize ease of use, hygiene, and aesthetic appeal to bridge the gap between consumer sustainability intent and actual behavior
- These modular packaging approaches support customization, longevity, and flat shipping while reducing single-use plastic waste
These innovations demonstrate significant progress in reusable packaging, contributing to waste reduction and circular economy practices. They highlight the growing trend of businesses aligning sustainability with consumer convenience, with promising adoption rates and environmental benefits.
Learn more about ThePackHub's Innovation Zone here.
Dove's introduces reusable case and refill model for deodorants
Unilever has introduced a new refillable deodorant format under its Dove brand. The launch includes three starter kits, each comprising a reusable case and a 35ml (1.2oz) anti-perspirant block with distinctive scents. These initial offerings, Original, Violet & Tonka Bean, and Peony & Pineapple, are complemented by six additional standalone refill fragrances. The refills are designed to be universally compatible with any case in the range, allowing users to customize their deodorant preferences more easily. This modular approach to packaging aims to facilitate product personalzsation while reducing single-use components. The move follows increased interest in refill formats within the personal care market, with refillable deodorants now making up 4% of the overall deodorants segment, representing a 45% year-on-year increase. Unilever’s recent acquisition of refillable deodorant company Wild, reportedly valued at €275 million, aligns with its broader strategy to invest in sustainable packaging formats. The product innovation reflects ongoing efforts to integrate reusable solutions into mainstream offerings, with the interchangeability of components suggesting a potential path to broader industry uptake.
The use of silicone provides a combination of flexibility, impact resistance, and water safety, making it well-suited for repeated in-shower use.ThePackHub
Nolla's silicone refillable bottle designed for easy mixing and reuse
Nolla has introduced a refillable shampoo bottle made from durable silicone, designed to improve user experience and sustainability in personal care packaging. The bottle features a semi-transparent finish, allowing users to accurately mix powder shampoo formulations with water and monitor product levels, an improvement over typical opaque refill containers. Its wide refill opening is intended to reduce spillage when pouring powder sachets, supporting a cleaner and more convenient refill process. The modular design enables full disassembly for thorough cleaning, enhancing hygiene and product longevity, while also allowing for flat, compact shipping that is compatible with letterbox or mailbox delivery systems. The use of silicone provides a combination of flexibility, impact resistance, and water safety, making it well-suited for repeated in-shower use. Its tactile grip and squeezable structure aim to maintain the familiarity of a conventional shampoo bottle while supporting multiple reuse cycles. Nolla’s refill system responds to ongoing consumer concerns about convenience and hygiene in sustainable formats, offering a practical refill solution for water-activated personal care products.
The Meadow Kapsul technology capsules are intended to be returned, refilled, or recycled, while the dispensers remain in long-term use.ThePackHub
Natulim uses refill system to improve uptake in personal care
Spanish personal care brand Natulim, known for its laundry sheets, has expanded into the refillable packaging space with the adoption of Meadow Kapsul technology. This new approach targets the personal care segment, specifically shower gel, hand soap, and shampoo, and combines a durable, reusable dispenser with aluminum refill capsules. The system is designed to address the persistent gap between consumer intent and behavior regarding sustainable packaging. Natulim’s solution aims to overcome barriers by prioritizing ease of use and visual appeal, supporting consumer engagement in circular packaging systems. The Meadow Kapsul technology capsules are intended to be returned, refilled, or recycled, while the dispensers remain in long-term use, reducing single-use plastic and waste generation. As the first brand in Spain to scale this technology, Natulim positions the Kēr range as both a practical and aesthetically refined alternative for those looking to reduce packaging impact in everyday hygiene routines.
Learn more about ThePackHub's Innovation Zone here.
