Ethical brand profile: Fill Refill Co

Meet Fill Refill Co. If Fill isn’t on your radar, and you’re into cool, ethical brands, boy, are you in for a treat. There’s not much we don’t love about this B-Corp, with High Fidelity-meets-green Walter White vibes.

Brand in a Nutshell
Fill Refill Co is an independent, family-run UK manufacturer of household, cleaning, hair and body care goods. Their mission: cut single-use plastic waste by creating biodegradable products that come in returnable/refillable containers, made in Britain, with no harsh chemicals, dyes or unnecessary extras.

Founding story
The brand comes from real chemists in Northamptonshire. Fill’s founder, Phil Kalli (gotta love the pun in the name), grew up with a dad who was a PhD chemist busting out home formulations - cleaning graffiti, washing football kits, experimenting. That heritage shows. Fill started with the aim of making refillable, returnable, responsible household, hair & body care products that worked well and looked cool. fillrefill.co

Founder Phil Kalli

They began refilling in small independent stores, and then more broadly after 2018, as consumer awareness grew. Phil talks about quitting rock’n’roll tours for rinse’n’return. It’s a company built with passion, persistence, and ethical chemistry.

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

What makes them special

  • Everything is made in their own factory in Northamptonshire, by a family-run setup with “real chemists” making formulations. Transparency and provenance are central. Their website is big on UX. Seriously, it’s a joy to spend time there. (If you don’t mind ALL CAPS FONT!)

  • Ingredients are all sustainable, vegan, cruelty-free (Leaping Bunny certified), and biodegradable. No dyes, no harsh chemicals.

  • Packaging: Home refill boxes, refillable glass bottles & jars (screen-printed), returnable bulk containers and bag liners, PCR (post-consumer recycled) drums, and a closed-loop system for bulk supply and returns.

  • 12 guiding principles for responsible formulation chemistry

  • Recipes and Guides to inspire you towards DIY cleaners (eg ‘make your own Oven Cleaner). Cool, printable labels for your containers.

  • 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.

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.

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).

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