Happier Beauty Is Developing The First Refillable Toothpaste

Happier Beauty (the eco-friendly toothpaste start-up) is developing the WORLD’S FIRST refillable toothpaste dispenser (after receiving a 150k Innovate UK grant).

Following their recent 150k Innovate UK grant announcement, Happier Beauty (the creator behind the 100% recyclable Toothpaste) is on a mission to tackle the plastic waste produced by regular toothpaste pumps and tubes, – by developing a brand new toothpaste dispenser that eliminates single-use plastic tubes and/or pumps.

The innovative new dispenser will be made from aluminium and 50% recycled plastic, and it can be used over and over again. Also, the refill capsules are biodegradable, meaning that the dispenser and the refill capsules will be completely zero-waste. Together, the unique offering will provide an alternative to standard toothpaste tubes that are notoriously difficult to recycle (and of which results in 1.5 billion plastic toothpaste tubes being sent to landfill each year).

Happier Beauty has already developed a planet friendly debut product: their original toothpaste tube, which is made from aluminium, and can be endlessly recycled. However, they want(ed) to create a more circular solution to the climate crisis.

The new dispenser will allow consumers to refill it themselves, using biodegradable capsules. The refill capsules will be sent out to customers as a subscription, along with the reusable dispenser in their first subscription, where customers can choose the frequency of their subscription. 

The design will be elegant and sleek, reflecting Happier Beauty’s existing range (that looks stylish enough to be displayed on bathroom counters alongside chic beauty products). The dispenser will come in four colours: mint, pink, peach and white.

“It is becoming clear that recycling will NOT save us from the climate crisis, so Happier Beauty wanted to take things a step further, by creating a truly circular refillable and reusable solution,” said Happier Beauty’s Founder, Faye Wilson.

“We are SO excited to be the world’s first toothpaste company to bring a refillable toothpaste dispenser to the market. Refills are becoming popular across food and beauty, so why not in dental care, too? Toothpaste is a product that we all use twice a day, but innovation in this market has been pretty slow up until now. Our refills come with numerous advantages for the planet,” added Faye.

Prior to launching Happier Beauty, Faye Wilson (from Kent) was a senior buyer for various major high street retailers, including Next, Tesco, and John Lewis. Faye decided to set up her toothpaste brand in 2019, after discovering that 1.5 BILLION single-use plastic toothpaste tubes are sent to landfill each year.

Happier Beauty is a British-based sustainable beauty start-up with social consciousness, transparency, and eco-friendly packaging at it’s core. Their debut product was the Happier Beauty toothpaste: a 100% recyclable, cruelty-free toothpaste with all natural flavourings, and no unnecessary chemicals.

The brand has also launched a scheme that enables customers to return the plastic lids from their Happier Beauty toothpaste tubes to be reused on future orders. To date, they’ve sold over 10,000 units of their toothpaste alone.

Find out more here: https://happierbeauty.com