Ethical brand profile: Fill Refill Co

Meet Fill Refill Co. If Fill isn’t already on your radar — and you’re into clever, ethical brands — prepare to become a fan. This award-winning, family-run B-Corp is one of the brightest stars of the UK refill movement.

Brand in a Nutshell
Fill Refill Co is an independent UK manufacturer of household, cleaning, hair and body care essentials. Their mission is simple and ambitious: cut single-use plastic by creating biodegradable products in returnable, refillable packaging — all made in Britain, without dyes, harsh chemicals or unnecessary extras.

Founding story
The brand comes from real chemists in Northamptonshire. Founder Phil Kalli grew up watching his dad, a PhD chemist, mix up home formulations for everything from graffiti removal to football-kit washing. That mix of experimentation and practicality shaped the brand.

Fill started with the aim of making refillable, returnable, responsible household, hair and body care products that did the job well and looked good on your shelves. The small team in Northamptonshire started out by refilling bottles in local independent stores. As consumer awareness grew post-2018, so did Fill’s footprint. What’s never changed: the passion, the persistence and the commitment to ethical chemistry.

Founder Phil Kalli

Why they stand out

In-house manufacturing
Everything is made in Fill’s own Northamptonshire factory - rare for a brand of this size. Transparency and provenance sit at the heart of what they do.

Ingredients that walk the talk
Biodegradable, vegan, sustainable and cruelty-free (Leaping Bunny certified), with no dyes or harsh chemicals.

Packaging that closes the loop
Glass bottles, screen-printed jars, returnable bulk containers, PCR drums and home refill boxes — all designed for circularity.

A brilliant brand personality
Fill’s impact report reads like no other (in a good way). Their tone, design and DIY ethos — including recipes for homemade cleaners and printable labels — feel genuinely fun and accessible.

A taste of the brand personality. Check out their 2024 Impact Report (trust us, it’s 5000x more fun to read than your average Impact Report).

Other stuff that makes them special

  • Transparency and provenance are central to this brand. It’s clear as soon as you’re on their website. Which, in itself, is far better than the average online shop.

  • We love their “12 guiding principles” for responsible formulation chemistry, and their selection of recipes and guides to inspire your own DIY cleaners (eg ‘make your own Oven Cleaner). Printable labels for your containers. Genius.

  • Long list of certifications and ethics commitments: they are a certified B Corporation; vegan trademark; cruelty-free; Living Wage employer; member of “1% for the Planet”, donating 1% of turnover to environmental causes.

  • Inspired collabs, including partnerships with zero-waste restaurant Silo London and fashion brand and fellow B-Corp OMNES, launched during #SecondHandSeptember, is just another reason we think they’re awesome.

We’re a bit obsessed with Fill’s personality, designs, slogans, and general chat.

Best products?

Some of the hero items that showcase what they do well:

  • Their 500ml / 1L glass bottles + bulk return refills for cleaning & laundry products - the very visible part of their closed-loop system.

  • “Fill Wash Repeat” gift/refill kit for hair & body care - great intro for new users.

  • All Purpose Cleaner (honeysuckle) or Hand Soap (fig leaf) — incredible scents (from natural sources / essential oils) biodegradable, simple formulas.

Fill Wash Repeat Hair and Body Care Refill Kit

At £32.50, this kit includes:
500ml Hand Soap
500ml Body Wash
500ml Hair Wash
500ml Hair Conditioner
4 x lotion pumps

What to look out for

  • While all ingredients are biodegradable, some products have natural fragrance contents (as above), even natural fragrances can cause reactions in those with skin sensitivities.

  • Make sure to check how “returnable bulk” works in your area (some drum returns are only viable if logistics allow).

  • Price tends to be higher than mass-market cleaning brands (but you’re paying for ethics, quality, refill system).

TL;DR

Certifications: B Corp; Vegan Trademark; Leaping Bunny (cruelty-free); Living Wage Employer; member of 1% for the Planet

Packaging-style: Glass bottles/jars, returnable bulk drums, PCR refills, no single-use plastic bottles

Ethical chem policy: No dyes / harsh chemicals; everything biodegradable; transparency on ingredients; 12 guiding principles for responsible formulation chemistry

Why the ethical guide rates them

Fill Refill Co combine fun branding, clever chemistry, and a waste-cutting system that actually works. For anyone wanting to cut plastic waste without giving up “nice” scents, great performance or cool packaging, they’re an exciting company to watch — and refill with.

Zoe Smith