Fillaree
Fillaree is a women-owned Durham, NC manufacturer of refillable personal care and home cleaning products, operating a closed-loop bag-in-a-box subscription platform, a flagship storefront, and 70+ US partner refill stations serving sustainability-minded consumers and small commercial accounts.
- Company typePrivate
- Founded2014
- HeadquartersDurham, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Fillaree does
Fillaree is a privately held, women-owned manufacturer founded in 2014 by Alyssa Cherry and headquartered in Durham, North Carolina. The company designs and produces refillable personal care and home cleaning products — including hand and body soap, shampoo, conditioner, lotion, dish soap, and an all-purpose cleaner — sold in durable metal or glass bottles paired with a bag-in-a-box Home Refill System that delivers 0.5 gallon refills through compostable packaging with prepaid return labels. Its underlying technical platform is a closed-loop circular refill system: customers return empty bags via a prepaid Return Pouch (5-6 bags per shipment) to UPS, and Fillaree washes and sanitizes the bags to commercial-kitchen standards for reuse, with partner The ReCollective handling residual recycling. The model has reportedly kept more than one million single-use bottles out of circulation and diverted over 10,000 lbs of waste from landfill since 2019.
The business operates a hybrid go-to-market: direct-to-consumer e-commerce on Shopify with a subscription refill program (10-15% discount and free shipping), a flagship physical storefront at 3117 Guess Rd, Durham, a network of 70+ partner refill stations across the United States, and a wholesale channel for retailers and commercial accounts. Pricing spans $9-$28 for individual 8 oz bottles and $27-$98 for half-gallon refills, with bundle pricing on a four-product starter kit ($44 vs $51 retail). Fillaree also curates a multi-brand eco-essentials marketplace inside its storefront, reselling products from Lo & Behold, Little Seed Farm, Poppy & Pout, and Nailaha's Shea, and has co-developed collaboration products with Bright Black and sourced ingredients from women-led cooperatives via Sanoun (Mali). Customers include environmentally conscious individual consumers as a primary segment, plus secondary segments in zero-waste adopters, women-owned business supporters, and commercial accounts (e.g., The Durham Hotel). The company is founder-led, has no disclosed institutional funding, and is not a candidate to view as a venture-scale asset; its identity is a niche, mission-aligned micro-manufacturer with deep community roots in Durham.
Fillaree firmographics
Firmographics- Name
- Fillaree
- Legal name
- Fillaree
- Website
- https://fillaree.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Fillaree is a women-owned Durham, NC manufacturer of refillable personal care and home cleaning products, operating a closed-loop bag-in-a-box subscription platform, a flagship storefront, and 70+ US partner refill stations serving sustainability-minded consumers and small commercial accounts.
- Ownership category
- akta.pro rank
Fillaree industry classification
Industry- Product category
- Sustainable Personal Care and Cleaning Products
- NAICS
- Soap and Cleaning Compound Manufacturing (32561), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)
- SIC
- Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Bathroom All-Purpose Cleaners (Multi-Surface) (CRAJAMAF)
- akta.pro secondary industry
- Hand Dishwashing Liquids & Gels (CRAJABAB)
Keywords
Where Fillaree is headquartered
LocationHeadquarters
- HQ city
- Durham
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Fillaree business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Product Sales (Direct): One-time purchases of refillable soaps, shampoos, conditioners, lotions, and home cleaning products through e-commerce and retail storefront.
- Subscription Refill Service: Recurring subscription model with 10-15% discount and free shipping, providing automated home refills on configurable schedules (biweekly, monthly, etc.).
- Wholesale/B2B: Wholesale distribution to other retailers and businesses, including refill station partnerships and bulk commercial accounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | Free shipping threshold for all orders |
| Subscription | Monthly | Subscription discount tier |
| Subscription | Monthly | Loyalty rewards redemption |
| Unit Pricing | Pay-as-you-go | Product pricing - body/hair |
| Unit Pricing | Subscription | Product pricing - home refills (0.5 gal) |
| Unit Pricing | Pay-as-you-go | Bundle pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Fillaree product offering
Product offeringCore offering
Fillaree manufactures and sells refillable personal care and home cleaning products, including liquid hand/body soap, shampoo, conditioner, lotion, dish soap, and all-purpose cleaner. Customers purchase products in reusable bottles or 0.5 gallon bag-in-box refills, and return empty packaging via a prepaid Refill Return Pouch to be washed, sanitized, and reused in a closed-loop circular system.
Product overview
Fillaree is a refillable soap and sustainable consumer goods company founded in 2014, offering a platform of refillable personal care and home cleaning products centered on a closed-loop circular economy model. The core product portfolio includes Soap & Suds (hand/body soap), Natural Shampoo and Conditioner, Everyday Vegan Lotion, Clean Plate Club Dish Soap, and Clean Dream Spray all-purpose cleaner—each available in both individual refillable bottles and bulk Home Refill System formats. The Home Refill System (platform) delivers 64 oz bag-in-box refills with prepaid return labels for the empty packaging, with subscription options offering 10-15% savings. Product bundles include The Fillaree Four Bundle (shampoo, conditioner, soap, lotion) and collaboration products with Bright Black (Charcoal soap, lotion, and candle trio/duo). The company also curates eco-essential products from partner brands including Lo & Behold skincare, Poppy & Pout lip care, and Little Seed Farm deodorant. A Refill Return Pouch accessory enables customers to send back empty bags for washing and reuse, completing the closed-loop cycle.
Differentiator
Problem solved
Functional benefit
Products and services
- Soap & Suds - Metal Bottle 8 oz
- Soap & Suds - Home Refill
- Shampoo - Natural Hair Cleanser
- Conditioner - Natural Hair Repair
- Everyday Vegan Lotion
- Clean Plate Club - Dish Soap
- Clean Dream Spray - All-Purpose Cleaner
- Hair Care Duo - Home Refill
- Refill Return Pouch
- The Fillaree Four Bundle
- Charcoal Hand & Body Soap
- Home Refill System
Quantifiable outcome
- 10,000+ lbs of waste diverted from landfills since 2019
- +3 more outcomes
Companies that use Fillaree
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles2 records
Fillaree technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Fillaree partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- SanouncoreSanoun, founded by Nina (based in Durham with roots in Mali), provides unrefined shea butter from women-led cooperatives in Mali. Used in Fillaree's Everyday Vegan Lotion. Represents transparency in sourcing and supports women artisans globally.
- Nailaha's SheacorePartner company producing bar soaps sold through Fillaree. Founder Camilia creates handcrafted Moroccan Cedar & Vanilla Shea Butter soaps featured in the Local Love collection.
- Bright BlackcoreDurham-based candle manufacturer led by CEO Tiffany Griffin. Collaboration on Charcoal Hand & Body Soap featuring original fragrance oil blend. Both companies are award-winning zero-waste manufacturers with shared values of community empowerment and social equity.
- Lo & BeholdminorLocal Durham skincare brand producing facial serums, cleansing balms, and face creams with locally grown ingredients (calendula, echinacea). Products sold through Fillaree's Curated Eco Essentials.
- Little Seed FarmminorTennessee-based natural deodorant company. Products (deodorant creams, silicone protector sleeves) sold through Fillaree's Curated Eco Essentials collection.
- El Centro HispanominorDurham-based nonprofit. Fillaree partnered with El Centro Hispano to host first Spanish-language women's entrepreneurship panel and networking event during Women's History Month 2026.
- Little Waves Coffee RoastersminorLocal Durham coffee roaster. Provided coffee for Spanish-language women's entrepreneurship panel event, supporting community building initiatives.
- The ReCollectiveminorLocal recycler partner that guarantees proper recycling of used return pouches. Part of Fillaree's closed-loop sustainability system.
- Gather GreencoreWaste audit partner that rescues materials from landfills and finds creative repurposing options. Has helped Fillaree divert over 10,000 lbs of waste since 2019, reducing landfill waste to only 0.4% of total.
- Poppy & PoutminorIdaho-based natural lip care company. Handcrafted lip scrubs made with sugar, organic coconut oil, and sunflower oil. Cruelty-free and eco-friendly products sold through Fillaree.
Scale indicators10 records
Recent moves7 records
Expansion highlights5 records
Fillaree competitors and assessment
Company assessmentBroad incumbents
- Mrs. Meyer's Clean Day: SC Johnson-owned eco-friendly household cleaning brand with broad retail distribution. Competes in dish soap and all-purpose cleaner categories where Fillaree also plays, but at much larger mass-market scale and without a refill system.
- Seventh Generation: Established plant-based household cleaning and personal care brand owned by Unilever. Broad incumbent competing across many of Fillaree's categories but without a refill-as-core model.
Direct peers
- Blueland: DTC refillable household cleaning brand selling tablet-based and reusable cleaning formats directly to consumers. Highly comparable to Fillaree on circular-economy model, target customer (eco-conscious household), and subscription-led GTM.
- Grove Collaborative: Public eco-friendly home and personal care brand and retailer (NYSE: GROV) with strong refill and sustainable product portfolio. Comparable to Fillaree on product categories, sustainability positioning, and DTC/subscription motion, but at much larger scale.
- Cleancult: Refillable cleaning brand selling concentrated refills in returnable/dispenser formats to eco-conscious households. Closely comparable to Fillaree on refill mechanics, target customer, and DTC-first GTM.
- Plaine Products: Refillable personal care brand selling shampoo, conditioner, and body wash in returnable aluminum bottles via subscription. Directly comparable to Fillaree's personal-care half of the product line and refill-by-mail motion.
- By Humankind: Refillable personal care brand offering shampoo, conditioner, deodorant, and oral care in reusable packaging with refill pods. Comparable to Fillaree on circular refill design and zero-waste positioning.
- Branch Basics: Refillable, non-toxic cleaning concentrate brand sold via DTC and subscription. Comparable to Fillaree's Clean Dream Spray and home cleaning line on refill packaging and sustainability-led value proposition.
- Common Good: Refillable household and personal care brand offering cleaning and body products in returnable/refillable packaging. Comparable to Fillaree on refill mechanism, product mix overlap, and eco-conscious target consumer.
- The Refill Shoppe: Refillable household cleaning and personal care brand selling bulk refills and zero-waste staples to sustainability-focused shoppers. Comparable to Fillaree on refill retail model and consumer persona.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Fillaree social profiles
Digital presenceFillaree financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fillaree leadership team
Management profileNumber of profiles
Profiles1 record
Fillaree funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fillaree M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Fillaree
What does Fillaree do?
Fillaree manufactures and sells refillable personal care and home cleaning products, including liquid hand/body soap, shampoo, conditioner, lotion, dish soap, and all-purpose cleaner. Customers purchase products in reusable bottles or 0.5 gallon bag-in-box refills, and return empty packaging via a prepaid Refill Return Pouch to be washed, sanitized, and reused in a closed-loop circular system.
Is Fillaree a public or private company?
Fillaree is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fillaree founded?
Fillaree was founded in 2014. It employs 1 to 10 people.
Where is Fillaree based?
Fillaree is headquartered in Durham, United States, in the North America region.
How does Fillaree make money?
Three revenue lines are on record. Product Sales (Direct) is the primary driver. The others are subscription Refill Service and wholesale/B2B.
Who are Fillaree's main competitors?
Broad incumbents on record are Mrs. Meyer's Clean Day and Seventh Generation. Direct peers are Blueland, Grove Collaborative, Cleancult, Plaine Products, By Humankind, Branch Basics, Common Good and The Refill Shoppe.
Does Fillaree have an API?
No public API is recorded for Fillaree.
What industry is Fillaree in?
Fillaree's product category is Sustainable Personal Care and Cleaning Products. Its primary akta.pro industry code is CRAJAMAF, Bathroom All-Purpose Cleaners (Multi-Surface), with a secondary code of CRAJABAB, Hand Dishwashing Liquids & Gels. Its NAICS code is 32561 and its SIC code is 2840.