To coincide with World Earth Day on 22 April, natural hair care brand Bouclème launched a sustainable new refill service with On Repeat, a London-based B2B start-up on a mission to reduce waste in the beauty industry.

As the next step in Bouclème’s sustainability journey, customers can now order their favourite product as a 100% compostable refill, reducing their carbon footprint and packaging imprint.

“We want to save and protect the planet for generations to come,” comments Bouclème founder, Michele Scott-Lynch (pictured left). “When I founded Bouclème, it was important to me to make sure we weren’t adding excess waste to an already overburdened world. For me, sustainability is not a trend, but a movement and I am proud that Bouclème is part of that movement with On Repeat. Small steps really make a big difference.”

On Repeat’s refill model, described as ‘the first of its kind’, is 100% plastic-free and compostable, so simply breaks down and becomes part of the circular economy after use.

The refill is comprised of a compostable mixed bio-based pouch shipped in a cardboard outer wallet made from FSC-certified kraft board, with all print using vegetable inks. Consumers simply snip the side of the pouch, decant and place the packaging in their garden waste collection or home compost. Because the refill is 100% compostable, it needs to be decanted within five days of receiving the order.

This new service, which is fulfilled directly from On Repeat’s lab-warehouse, will be available for Curl Cleanser, Hydrating Hair Cleanser, Curl Conditioner, Curl Cream and Curl Defining Gel. The price is exactly the same as ordering a new product.