These examples show that successful reuse models require more than durable packaging. Convenient returns, effective cleaning systems and reliable redistribution infrastructure are essential for keeping packaging in circulation.
Learn more about ThePackHub's Innovation Zone here.
Wild's refillable bath care packaging for children
Wild has extended its refillable packaging system into children’s bath care with WildChild, a format designed around a reusable outer case and replaceable product refills. The packaging is used across Hair & Body Wash and Bubble Bath formats, allowing the durable dispensing case to remain in use while the inner refill is replaced when empty. Three reusable case designs have been introduced: Rubber Duck, Unicorn and a limited-edition Peppa Pig version. The cases are compatible with either WildChild format, creating a degree of interchangeability rather than requiring a dedicated dispenser for each application. The Hair & Body Wash refills are offered for Strawberry Splash and Peach Paradise variants, while Bubble Bath refills are available for Strawberry Splash and Tropical Twist. Wild describes the WildChild refills as compostable, extending an approach already used within its wider personal care portfolio. The company states that its refill packaging uses plant-derived materials, including bamboo-based fibers in some formats, with the intention of reducing reliance on conventional single-use plastic packaging. The reusable case also incorporates a pump, providing a familiar dispensing mechanism while separating the longer-life dispensing components from the packaging replaced with each purchase. The child-oriented graphics and three-dimensional case designs add an engagement element to the reuse system, potentially encouraging children and parents to retain the primary pack rather than treating it as disposable.
Aptar Beauty adapted its existing Satine cosmetic pump platform for the application, incorporating a standard 24/410 screw-on neck finish. ThePackHub
Aptar Beauty develops custom refillable pump for L’Occitane En Provence’s hand care packaging
Aptar Beauty, based in Oyonnax, France, has developed a customized refillable dispensing pump for L’Occitane En Provence’s redesigned hand care packaging. The dispensing system is used across 350 ml (11.8 fl oz) and 500 ml (16.9 fl oz) bottles for hand soap, hand wash and hand lotion, with the bottles offered in both glass and plastic formats. The containers are designed for refilling, allowing the primary bottle and dispensing pump to remain in use across multiple product fills rather than being replaced after a single use. The packaging adopts proportions influenced by traditional apothecary jars, requiring a dispensing system sized to suit the relatively broad bottle profile. Aptar Beauty adapted its existing Satine cosmetic pump platform for the application, incorporating a standard 24/410 screw-on neck finish. The pump is configured to dispense comparatively generous, controlled doses and features an enlarged collar and actuator developed specifically to correspond with the wider dimensions of the bottle. A screw-on attachment also enables the pump to be removed when the container needs to be cleaned or refilled. The dispensing component is finished with glossy black lacquer to provide a consistent appearance across the different bottle materials and formats.
Plain B uses the refill alongside reusable 250 ml soap dispensers, allowing consumers to replenish the primary bottle several times from one larger pack. ThePackHub
Plain B launches carton refill system to cut plastic use for hand soap
Plain B, based in Germany, has introduced a 750 ml hand soap refill packed in Elopak’s D-PAK carton as an alternative to conventional flexible plastic refill pouches. The fiber-based pack uses FSC-certified cartonboard from renewable sources together with a thin plastic barrier required to contain the liquid product. The refill carton is designed to be recycled through existing beverage-carton collection systems, with the fiber and polymer components separated during processing. The pack also incorporates a patented square paper overcap that protects the top of the carton and includes an integrated child-resistant feature without requiring an additional plastic component. Plain B uses the refill alongside reusable 250 ml soap dispensers, allowing consumers to replenish the primary bottle several times from one larger pack. The carton format has also been designed for standard industrial manufacturing and filling processes, helping position it as a scalable alternative to more conventional refill structures.
Learn more about ThePackHub's Innovation Zone here.
