Retail Dive: Birchbox Launches Re.fil, A Refillable And Sustainable Beauty Brand

Retail Dive: Birchbox Launches Re.fil, A Refillable And Sustainable Beauty Brand


Posted on June 6th 2021, 5:51:57 pm


Category: Conversion Optimization

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As beauty companies took on greener and more sustainable paths, Birchbox introduced its third in-house brand that focuses on refillable products. 

The first product in line is a lip and multi-purpose balm. The balm is 95% reusable and its casing, which is made of recycled plastic, is refillable. 

Explaining the choice of making the balm its first launched product for re.fil, CEO and co-founder Katia Beauchamp insisted on the simple and fun aspects of the product. Moreover, the product is an easy way to make a great impact since hundreds of millions of people buy lip balm each year: 

“Everything we do is about simplification and making it fun,” Beauchamp said. “This balm checks off all of those boxes — it’s multi-purpose (you can use it on lips, brows, cuticles, dry or flaky skin anywhere, tame flyaways, as a diaper balm for your kids, as a highlighter to accent your cheekbones), comes in an easy-to-use format, it leaves a protective moisture barrier on the skin that is super smooth and not at all tacky, and it’s refillable.”

Re.fil is a part of the broader sustainability initiative to lessen waste at Birchbox. Other private brands by Birchbox, such as Arrow Beauty and Love of Color, are also in the process of a recyclable makeover. The company will also prioritize sustainable brands and commit to have 10% of samples by the end of the year, and 10% of full-size products by 2023, come from sustainable brands.

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