When refillable beauty becomes seamless
Refills have invaded the beauty world with different systems, from in-store fountains to refills at home with pouches in premium packaging; the beauty industry is searching for a model that would ease consumer adoption while integrating seamlessly into the supply chain.
OnRepeat scheme
OnRepeat is offering a new solution in the market: becoming the middleman and simplifying the process for both brands and consumers.
Based in the United Kingdom, OnRepeat provides a fulfilment and packaging service for beauty brands using innovative compostable refill packaging. The company receives and stores bulk products from the brands and offers storage. It fills the refill orders daily and ships them directly to customers in the UK.
Developed in 2020, OnRepeat has been trading since 2023 with a vision to remove waste from the industry. “Given the imperfection of waste and recycling infrastructure, complementary solutions that reduce pressure on current waste streams are needed,” explains Ben Proctor, co-founder.
“The idea was to transport and protect the product so it could be sent to consumers safely. Something that could be composted at home as well as commercially. Something that would be easy to use.” adds Proctor.
Eva Lagarde
How to refill
OnRepeat has created a facility where they receive the bulk from Brands. The service applies mostly to body, hair, and skincare products.
The provider has developed its refill packaging, which is usable once and fully compostable. To address the issues of shelf life and product compatibility, OnRepeat has created its own single-use refill pouches with specific materials that can carry liquids safely and smoothly into letter boxes while being compostable at home, for daily delivery upon order.
Some refill schemes are effective, and others less so. The common denominator is always convenience (more info HERE). To ensure a smooth adoption, the refill solution must integrate seamlessly with consumers' lifestyles.
For this reason, the OnRepeat solution integrates with Shopify to be directly added to brands' online shops.
Unique packaging solution
Looking at the logistics of repeat purchases. OnRepeat developed a flat pouch inserted into a paper envelope (a wallet). It is an expensive, high-performing material, but it solves the waste problem. The service provider is working on mitigating the cost; postage is part of that.
Wallets are made of standard craft colours and are the cheapest to produce. Customisation is limited to keep in line with the property for full compostability. Inks and labels could impair the process (more info on material compostability HERE), so only vegetable inks are accepted.
For instance, the British seaweed-based formula Haeckels has developed a bright blue on the outer pack and white inside, and everything is printed with vegetable inks. Another brand, Summer Down, is doing the refill with peppermint.
The inner pouch is food-grade certified and compliant with most cosmetic formulations. Since the product has a short shelf life, it is compatible with leave-on and rinse-off products. The inner pouch has been tested with surfactants and emulsions at low pH, and it is also very stable with oil-based formulas. The only limitation will be on high-fragrance or high-alcohol content in the formula.
The pouches' outer decoration uses dyes from vegetable-based, and the inner packaging is compatible with water & oil-based formulas, emulsions, and anhydrous products. The full packaging is certified industrially compostable but also tested to break down easily in home compost conditions. The protective film of the inner pouch receiving the formula is produced in a clean ISO 9001-certified UK-based production facility. The multi-layered film of bio-polymer, metallised cellulose and compostable adhesive are all compostable and break down into non-toxic biowaste.
Target market
As indicated above it works for skin, body and haircare products, in mostly liquid forms. Currently working with indie brands with claims focused on “natural” formulas.
OnRepeat plans to work with smaller indie brands to develop their products, before a wider adoption by other brands like Elemis, L’Oréal, or Boots for example.
They have a team and partner with flexible staff and space to grow and scale the business quickly.
The solutions is easily accessible with no limitation on MOQ and a flexible pricing structure to allow quick and smooth adoption.
Current size include a small wallet of 100ml (for orders in 30ml, 50ml or 75ml), a medium wallet of 250ml and a Large wallet of 500ml.
The service provider is currently serving the UK market, with a fulfilment based in Birmingham and is hoping to expand in the European market.
