Birchbox launches refillable beauty brand Re.fil

As refillable beauty solutions gain traction — from Love Beauty and Planet’s refillable hair care products at Target to Loop’s partnership with Ulta to create reusable containers — Birchbox is launching an in-house brand to tackle similar problems.

The launch is about creating products that are easy for its customers to use and also save them time. Re.fil is also meant to be a simple way for its customers to tweak their beauty routine to be more sustainable.

The Re.fil launch is part of a broader sustainability initiative to reduce waste at Birchbox, including removing 70% of unnecessary packaging from samples by the end of the year, and creating a recycling program for customers’ samples and other products.

Retail Dive