What The Good Fill does

The Good Fill is a Nashville-based zero-waste refill retailer founded in 2017 by Megan Gill, operating two physical storefronts (East Nashville at 1106 Woodland St. and West Nashville at 4840 Centennial Blvd) alongside a US-wide Shopify e-commerce site. The company formulates 15+ plant-based home and personal care products in-house (hand soap, dish soap, all-purpose cleaner, shampoo, conditioner, lotion, dry shampoo, and recently Balancing Facial Oil and Laundry Detergent Sheets) and complements them with partner brands such as Nellie's and Little Seed Farm, offering roughly 241 SKUs across cleaning, personal care, and zero-waste essentials categories. The economic engine is a closed-loop refill model: customers bring containers to refill in-store using a weigh-and-pay system, or order online in BPA-free pouches that are 80% less plastic than bottles and returned via prepaid envelopes for processing by Plasticcrete into construction materials, with TerraCycle handling hard-to-recycle items.\n\nRevenue is generated across five streams: in-store refill product sales, online product sales with paid shipping (free over $75), local Nashville delivery via Roadie, wholesale to retailers, and B2B to corporate sustainability buyers. Pricing is per-ounce at retail (e.g., hand soap at 39¢/oz, dish soap at 30¢/oz, all-purpose concentrate at 95¢/oz) and unit-based online, with a loyalty rewards program (1 point per $1 spent, redeemable 300/600/1000 points for 10/15/20% off) and a subscription-adjacent referral program ($10 off for both parties on $50+ first purchase). The company is privately held, founder-owned, and bootstrapped with no disclosed funding rounds, and reports over 396,872 containers diverted from landfill since founding.\n\nThe Good Fill operates exclusively within the United States (no international shipping) and concentrates its physical footprint in a single metropolitan market. Downstream partnerships with TerraCycle, Plasticcrete, Compost Nashville, and Strings for Hope form the recycling backbone of the closed-loop model. The company has no disclosed AI, API, or platform capabilities, and its competitive durability rests on community trust, in-house formulation expertise, and the operational complexity of the refill-and-return logistics rather than on technology differentiation.

Name

The Good Fill

Legal name

The Good Fill

Website

https://thegoodfill.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

The Good Fill is a Nashville-based, founder-owned zero-waste refill retailer founded in 2017 that operates two retail stores and a US e-commerce site selling plant-based, in-house formulated home and personal care products through a closed-loop refill and pouch-return model serving environmentally conscious consumers, wholesale partners, and B2B buyers.

Ownership category

akta.pro rank

Product category

Zero-Waste Personal & Home Care Products

NAICS

Soap and Cleaning Compound Manufacturing (32561)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Eco-Friendly Household & Zero-Waste Refill Stores (CRAHAEAG)

akta.pro secondary industries

Dish Soap Refills & Concentrates (CRAJABAG), Cleaning Tool Handles, Refills & Replacement Heads (CRAJAIAH), Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops) (EUAIANAE)

Keywords

• Zero waste refills
• Plant-based cleaning
• Sustainable personal care
• Reusable household products
• Bulk home goods

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Product Sales - Consumer Refills: Sale of zero-waste refill products for home and body (cleaning, personal care, laundry) both in-store and online. Products sold in various sizes with refill options.
2. Brick-and-Mortar Retail: In-store refill model where customers bring own containers or purchase prefilled bottles. Weigh-and-pay system where customers only pay for product amount.
3. Wholesale/B2B: Wholesale channel for retailers and B2B channel for business customers to purchase products for resale or corporate use.
4. Gift Cards: Digital and physical gift cards sold in denominations of $10, $25, $50, $75, and $100.
5. Local Delivery: Local delivery service for Nashville customers with free delivery on orders $75+ through Roadie.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Good Fill operates as a zero-waste refill retailer that formulates, manufactures, and sells plant-based home and personal care products through both physical stores and an e-commerce platform. Its core offering centers on a closed-loop refill model where customers purchase concentrated cleaning, laundry, and personal care products in refillable glass bottles or BPA-free pouches, with a prepaid return envelope program for pouch recycling. The company directly formulates over 15 bulk refill products in-house and partners with brands such as Nellie's, Little Seed Farm, and Blueland to round out the catalog of 80+ products.

Product overview

The Good Fill is a zero-waste refill shop offering plant-based home and body care products with a closed-loop refill model. The portfolio includes over 80 products across three core categories: (1) Liquid and powder refill products for cleaning (all-purpose cleaner, hand soap, dish soap, laundry detergent, stain remover), (2) Personal care refills (shampoo, conditioner, body wash, lotion, dental care, deodorant, skincare), and (3) Zero waste essentials (reusable containers, bamboo products, beeswax wraps, silicone food bags, stainless steel items). The company operates two Nashville retail locations offering in-store weigh-and-fill refills, an online mail-order program with returnable pouches, and local delivery. Products are sold in prefilled glass/aluminum bottles or as concentrates/refills for customer-owned containers. In-house formulations include over 15 bulk refill products, with additional partner brands like Nellie's, Little Seed Farm, and Blueland.

Differentiator

Problem solved

Functional benefit

Products and services

• All Purpose Cleaning Spray & Concentrate Refills Plant-based all-purpose cleaner effective on counters, appliances, sinks, showers, and toilets, sold as 10x concentrate or ready-to-use in refillable glass bottles or BPA-free pouches for environmentally conscious households.
• Hand Soap & Refills Plant-based hand cleanser with essential oil scents (Bergamot Blue Lotus, Grapefruit Lemon, Lavender Rosemary) available in refillable glass pump bottles or pouches.
• Hand Sanitizer Spray & Refills 66% alcohol no-rinse cleansing spray with glycerin for skin moisture, certified non-GMO, available in amber glass bottles or refill pouches.
• Dish Soap & Refills Plant-based liquid dish soap effective at removing food residue and grease, available in Lemon and Unscented varieties with refillable glass bottles or pouches.
• Dish Detergent Powder & Refills Nellie's brand plant-based dishwasher powder in compostable/recyclable paper bags, providing 64-96 loads per refill container.
• Laundry Detergent Powder & Refills Nellie's brand concentrated laundry detergent powder (1 tbsp per load), hypoallergenic, free from SLS, SLES, phosphates, chlorine, fragrance, and optical brighteners.
• Stain Remover Spray & Refills Pre-treatment spray for stain removal on fabrics, sold in refillable amber glass bottles with trigger spray top.
• Shampoo & Refills Liquid shampoo refills in multiple scents and unscented formulations, packaged in refillable 16oz amber glass bottles or aluminum bottles.
• Conditioner & Refills Hair conditioner refills available in multiple scents including Sweet Pea, Peppermint, Unscented, and Lavender Geranium, sold in refillable glass bottles.
• Shea Butter Lotion for Face + Body & Refills Unscented shea butter-based facial and body moisturizer in refillable amber glass pump bottles.
• Toothpaste Tablets Zero-waste toothpaste tablet alternatives to traditional toothpaste, available in fluoride, Huppy brand, kids strawberry, and whitening formulations.
• Dry Shampoo Powder Aerosol-free dry shampoo powder for light or dark hair, sold in refillable bottles with powder pump dispensers.
• Body Bars Package-free natural bar soaps from Little Seed Farm in various formulations (Bergamot Bliss, Rose Clay, Rosemary Frankincense Mint, Peppermint Tea Tree Charcoal) for face and body cleansing.
• Shampoo Bars & Conditioner Bars Concentrated shampoo and conditioner bars that eliminate plastic bottle packaging entirely, sold as clarifying formulas.
• Laundry Detergent Sheets - Fragrance Free Plastic-free laundry detergent sheets in fragrance-free formulation for convenient zero-waste laundry care.
• Balancing Facial Oil New in-house formulated facial oil blended for acne-prone, sensitive, or mature skin types.
• Refillable Dental Floss Silk dental floss in stainless steel dispensers with refillable refill packs for zero waste oral care.
• Wool Dryer Balls Set of six wool dryer balls that replace disposable dryer sheets and reduce drying time naturally.
• Bamboo Toothbrush & Kids Nada Toothbrush Heads Natural bamboo toothbrushes with replaceable heads for both adults and children, reducing plastic waste from disposable toothbrushes.
• Beeswax Wraps Reusable food wraps made with beeswax as a plastic-free alternative to plastic wrap and foil.
• Swedish Dish Cloth Package-free reusable Swedish dish cloths that replace paper towels, washable and compostable.
• Stainless Steel Dish Brush & Replacement Heads Stainless steel dish brush with replaceable natural bristle heads, reducing single-use plastic brush waste.
• Refillable Candles Ceramic candle jars with refillable candle wax in six scents including Oregon Lavender White Verbena for sustainable home fragrance.
• Organic Cotton Produce & Bulk Bags Reusable organic cotton bags for produce and bulk goods shopping, eliminating single-use plastic bags.
• Reusable Silicone Food Bags Platinum silicone Stasher bags in multiple sizes for food storage, replacing single-use plastic bags.
• Stainless Steel Straws & Straw Cleaner Stainless steel drinking straws with matching cleaning brush for reusable beverage consumption.
• Glass Amber Bottles & Mason Jars Refillable 8oz and 16oz amber glass pump bottles and mason jars in various sizes for home and body product storage.
• Reusable Silicone Stretch Lids Variety Pack 4-pack of silicone stretch lids in various sizes to replace plastic wrap and cover bowls and containers.
• Flameless Rechargeable Lighter Rechargeable flameless lighter eliminating single-use butane lighters, available in multiple colors.
• Gift Card Digital or physical recyclable/compostable paper gift cards available in $10, $25, $50, $75, and $100 denominations.
• In-Store Refill Service Bring-your-own-container refilling service at Nashville retail locations where customers bring containers to be weighed, filled with products, and pay only for the product weight at per-ounce rates.
• Online Refill & Pouch Return Program Mail-order refill program with BPA-free plastic pouches (80% less plastic than bottles) and prepaid return envelopes for pouch recycling.
• Local Nashville Delivery Same-day and next-day delivery service via Roadie for Nashville customers on orders over $75 with free shipping threshold.
• TerraCycle Recycling Program Recycling drop-off service via TerraCycle partnership for hard-to-recycle items including beauty product packaging, office supplies, personal care accessories, razors, Brita filters, and instrument strings.

Quantifiable outcome

• Over 396,000 containers diverted from landfills
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• TerraCyclecoreStrategic or Co-development PartnerTerraCycle provides recycling boxes for Beauty Products and Packaging Waste, Office Supplies, Personal Care Accessories, and Razor/Razor Blade Waste. TerraCycle guarantees all items sent to them are recycled, not sent to landfill, and not incinerated - turned back into usable raw material for new products.
• PlasticcretecoreTechnology or IntegrationLocal recycling partner that processes empty refill pouches returned by customers. Pouches are turned into long-lasting items like construction materials. Critical to the closed-loop shipping and return program.
• Strings for HopeminorStrategic or Co-development PartnerAccepts all instrument strings for recycling. Strings are reused by survivors of addiction, domestic violence, and sex trafficking to create jewelry, providing supplemental income and job skills training.
• Compost NashvilleminorStrategic or Co-development PartnerLocal partner for composting services, accepting items for composting that cannot be recycled through other programs.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blueland: Direct-to-consumer refill cleaning products company selling tablets and concentrate refills online. Closest comparable to The Good Fill on product format (refill tablets, concentrate pouches), mission (plastic-free household cleaning), and target customer (conscious consumers).
• Plaine Products: Refillable aluminum-bottle personal care (shampoo, conditioner, body wash) and cleaning brand with mail-back refill program. Comparable to The Good Fill on refillable packaging, mail-back reverse logistics, and sustainability-led positioning.
• Package Free Shop: Zero-waste online retailer curating package-free home and personal care essentials. Comparable to The Good Fill on assortment breadth across reusable household goods and refill essentials, and on DTC e-commerce model.
• Common Good (formerly The Refill Shoppe): Refill-focused home and personal care brand selling refillable cleaning/personal care products online. Comparable refill-first product range and DTC model to The Good Fill.
• By Humankind: Refillable personal care brand (oral care, body care, hair care) sold direct via subscription. Comparable to The Good Fill on refill packaging, personal-care product mix, and direct-to-consumer sustainability positioning.
• Zero Waste Store: Online zero-waste household essentials retailer offering package-free and refillable goods. Comparable to The Good Fill on e-commerce-only refill assortment and conscious-consumer target market.

Broad incumbents

• Seventh Generation: Established plant-based household and personal care brand owned by Unilever. Comparable product categories (cleaners, laundry) and sustainability positioning, but a much larger incumbent rather than a refill-first specialist.
• Method Products: Plant-based cleaning and personal care brand owned by Ecover/Ethical Brands. Comparable cleaning product categories and design-forward sustainability branding, operating at national scale versus The Good Fill's local-plus-DTC model.
• Mrs. Meyer's Clean Day: S.C. Johnson-owned plant-derived household cleaning brand. Comparable in cleaning product categories and consumer sustainability positioning, but a mass-market incumbent rather than a refill specialist.

Others

• Nellie's (The Good Fill partner brand): Plant-based cleaning brand (laundry soda, dishwasher powder) carried by The Good Fill. Listed as an OTHERS peer because it is both a supplier and a category competitor in zero-waste cleaning powders.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-good-fill-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Good Fill