On Repeat Refills
On Repeat is a UK-based B2B closed-loop refill fulfilment service that enables beauty brands to sell compostable liquid refills via proprietary UK IPO-registered pouch technology, GMP-standard cleanroom filling, and same-day Royal Mail letterbox shipping integrated into brand e-commerce sites.
- Company typePrivate
- Founded2020
- HeadquartersBirmingham, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What On Repeat Refills does
On Repeat Refills, also trading as On Repeat Beauty Refill Partners, is a privately held, family-run UK business that provides a closed-loop refill fulfilment service to UK beauty brands. It was founded by partners Ben and Micaela out of their own skincare brand's need for a sustainable refill solution, and currently serves a publicly disclosed roster of approximately six SMB beauty brand clients, including Bramley, Haeckels, Neal's Bay, Boucleme, and Wildmint.
The company's core offering combines three integrated components: a proprietary compostable refill pouch (patented and registered with the UK Intellectual Property Office) made from wood pulp and bio-based polymers with a fine aluminium layer, certified food-safe and cosmetic-safe and designed to compost in home conditions; custom letterbox-sized packaging engineered to fit Royal Mail's large letter format for low-cost UK shipping; and a same-day GMP-standard cleanroom fulfilment service. The pouch is described as the only compostable refill solution compatible with skincare, bodycare, and haircare liquids. On Repeat integrates its order routing system directly into brand e-commerce sites, enabling partners to add a refill SKU without altering their existing site or logistics.
The business model is per-order transaction fees charged for fulfilment, with quote-based pricing negotiated through discovery calls and no public price list. Operations are entirely UK-based, with packaging printed and packed domestically using FSC-certified card and vegetable inks. The company holds no disclosed external funding and is organized around its two co-founders, supplemented by the trained cleanroom team referenced in the operational description. Its go-to-market is a B2B enterprise field sales motion targeted at UK beauty brands, supported by Instagram, blog, newsletter, industry events, and earned media across Cosmetics Business, Dezeen, Sourcegreen, Dazed Beauty, The Industry Beauty, and WGSN.
On Repeat Refills firmographics
Firmographics- Name
- On Repeat Refills
- Legal name
- On Repeat
- Website
- https://onrepeat.world
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- On Repeat is a UK-based B2B closed-loop refill fulfilment service that enables beauty brands to sell compostable liquid refills via proprietary UK IPO-registered pouch technology, GMP-standard cleanroom filling, and same-day Royal Mail letterbox shipping integrated into brand e-commerce sites.
- Ownership category
- akta.pro rank
On Repeat Refills industry classification
Industry- Product category
- Sustainable Beauty Packaging and Refill Fulfilment
- NAICS
- Packaging and Labeling Services (56191), Folding Paperboard Box Manufacturing (322212)
- SIC
- Converted Paper & Paperboard Prods (No Contaners/Boxes) (2670), Paperboard Containers & Boxes (2650)
- akta.pro primary industry
- Reusable & Refill Packaging Systems (Returnable Packaging, Refill-at-Home/In-Store) (IMALAMAE)
- akta.pro secondary industries
- Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops) (EUAIANAE), Packaging Recovery & Closed-Loop Programs (Take-Back, Deposit-Return, EPR Support) (IMALAMAF)
Keywords
Where On Repeat Refills is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
On Repeat Refills business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain
Revenue model
- Refill Fulfilment Services: On Repeat provides a closed-loop refill fulfilment service for beauty brands. They handle packaging, filling, and shipping of compostable refills. Brands store bulk product with On Repeat, and when customers order refills on the brand's website, On Repeat fills and ships directly. Revenue is generated through service fees for fulfilment of each refill order.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Quote-based pricing for beauty brand partners |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
On Repeat Refills product offering
Product offeringCore offering
On Repeat is a closed-loop refill fulfilment service for UK beauty brands. It supplies proprietary compostable refill pouches and custom letterbox packaging, then handles the storage, filling, and shipping of refill orders from a GMP-standard cleanroom on behalf of partner brands. The service plugs into a brand's existing website so the brand keeps the customer relationship while On Repeat delivers the sustainable refill experience.
Product overview
On Repeat Refills is a single unified refill fulfilment service for UK beauty brands, consisting of three integrated components: proprietary compostable refill pouches, custom letterbox packaging designed for efficient delivery, and the end-to-end fulfilment service that handles order routing, filling in GMP-standard cleanrooms, and same-day shipping. Brands integrate the refill SKU on their own site while On Repeat manages packaging, filling, and shipping logistics.
Differentiator
Problem solved
Functional benefit
Products and services
- Compostable Refill Pouches
Quantifiable outcome
- 91% of UK beauty consumers want less packaging; 88% want to be able to refill their cosmetics
Companies that use On Repeat Refills
Customer profileNamed customers5 records
Segments1 record
Ideal customer profiles1 record
On Repeat Refills technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
On Repeat Refills partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- ProvenancecoreOn Repeat is partnering with Provenance as one of their first suppliers. Provenance is the leader in validating and amplifying sustainability credentials for beauty and skincare products. This partnership helps validate On Repeat's sustainability claims through Provenance's verification platform.
- ReLondonminorOn Repeat is a community member of ReLondon, a London-based initiative helping businesses reduce waste and adopt circular economy practices.
- Sustainable Beauty CoalitioncoreOn Repeat is an advisory committee member at the Sustainable Beauty Coalition, participating in industry efforts to advance sustainability standards in the beauty sector.
- Wizz Selvey / Wizz and CominorOn Repeat sponsored a panel talk hosted by Wizz Selvey's Wizz and Co to discuss how consumers are engaging with sustainability in beauty. Panelists included founders from client brands like Bramley.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
On Repeat Refills competitors and assessment
Company assessmentEmerging players
- Notpla: UK-based sustainable packaging company developing seaweed- and plant-based alternatives to single-use plastics, including food and consumer goods packaging. Adjacent emerging player in compostable/biodegradable packaging technology with overlap in sustainability credentials and UK ecosystem.
Direct peers
- By Humankind: Refillable personal care brand offering refill formats for shampoo, body wash, deodorant and similar products. Operates in the same refill-for-liquids category that On Repeat enables, though via a DTC brand model rather than B2B infrastructure.
- Bower Collective: UK-based refill brand offering plastic-free, refillable home and beauty cleaning products with a closed-loop return-and-refill system. Direct peer in geography and beauty/household refill category, though operating as a DTC brand rather than a B2B service.
- Loli Beauty: Refillable, certified-organic skincare brand using refill pouches and refill-by-mail for beauty products. Directly comparable in skincare refill product format and end-consumer value proposition.
- Plaine Products: Refillable beauty and haircare brand using aluminium bottles with a return-and-refill-by-mail programme. Overlaps with On Repeat's beauty/haircare focus and refill-by-mail mechanics, though uses returnable packaging rather than compostable.
- Common Good: Refillable cleaning and personal care brand offering refill pouches and refill-by-mail programmes for household and body care products. Comparable in product format (refill pouches for liquids) and customer value proposition.
- Algramo: Chile-founded but globally active B2B refill-as-a-service platform that supplies reusable/refill packaging and dispensing systems to CPG brands across personal care, food, and household categories. Closest direct peer to On Repeat's brand-integrated refill fulfilment model.
Broad incumbents
- TerraCycle Loop: TerraCycle's Loop platform partners with major CPG brands (Unilever, P&G, Nestle) to offer durable, returnable refill packaging across grocery, personal care, and household categories. A broader incumbent in the reusable packaging infrastructure space with significantly more capital and brand partnerships.
Regional players
- The Refill Pantry: UK-based refill store and online shop offering package-free, refillable household and beauty products in a bulk/zero-waste retail model. Regional peer addressing the same UK refill demand but through physical/online retail rather than B2B brand integration.
- Zero Waste Refill Co: UK refill-focused brand offering refill household and personal care products in compostable/refill packaging. Regional peer serving the same UK refill consumer, though without On Repeat's B2B brand-services model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
On Repeat Refills social profiles
Digital presenceOn Repeat Refills compliance and trust
Trust signalCompliance4 records
On Repeat Refills financial estimates
Financial estimateRevenue estimate
Valuation estimate
On Repeat Refills leadership team
Management profileNumber of profiles
Profiles2 records
On Repeat Refills funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
On Repeat Refills 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 On Repeat Refills
What does On Repeat Refills do?
On Repeat is a closed-loop refill fulfilment service for UK beauty brands. It supplies proprietary compostable refill pouches and custom letterbox packaging, then handles the storage, filling, and shipping of refill orders from a GMP-standard cleanroom on behalf of partner brands. The service plugs into a brand's existing website so the brand keeps the customer relationship while On Repeat delivers the sustainable refill experience.
Is On Repeat Refills a public or private company?
On Repeat Refills is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was On Repeat Refills founded?
On Repeat Refills was founded in 2020. It employs 1 to 10 people.
Where is On Repeat Refills based?
On Repeat Refills is headquartered in Birmingham, United Kingdom, in the Europe region.
How does On Repeat Refills make money?
One revenue line is on record: refill Fulfilment Services.
Who are On Repeat Refills's main competitors?
Notpla is listed as an emerging player. Direct peers are By Humankind, Bower Collective, Loli Beauty, Plaine Products, Common Good and Algramo. TerraCycle Loop is listed as a broad incumbent. Regional players are The Refill Pantry and Zero Waste Refill Co.
Does On Repeat Refills have an API?
No public API is recorded for On Repeat Refills.
What industry is On Repeat Refills in?
On Repeat Refills's product category is Sustainable Beauty Packaging and Refill Fulfilment. Its primary akta.pro industry code is IMALAMAE, Reusable & Refill Packaging Systems (Returnable Packaging, Refill-at-Home/In-Store), with a secondary code of EUAIANAE, Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops). Its NAICS code is 56191 and its SIC code is 2670.