Is the "Refillable" Concept Viable for Tube Packaging? The Latest Industry Exploration

Introduction

In the lipstick and jar market, "Refillable" is already the gold standard. Brands like Hermès and Fenty have trained consumers to keep the heavy outer shell and just swap the inner cup.

But in the world of Soft Tubes (Squeeze Tubes), the transition has been much slower. Why? Because of a simple physical contradiction: To refill a tube, you need a rigid structure. To use a tube, you need to squeeze it.

Is it possible to reconcile these two? Here is the latest industry consensus on how to make tube packaging truly refillable.

1. The Engineering Challenge: The "Squeeze Paradox"

If you want a consumer to keep an outer tube shell for years, that shell needs to be durable, heavy, and rigid (like thick plastic or aluminum).

The Problem: If the outer shell is rigid, you cannot squeeze it. If you cannot squeeze it, you cannot dispense the product (unless you have super-human thumb strength).

The Failed Experiment: Some brands tried inserting a soft pouch into a hard tube with a slot cut out for "pushing." The user experience was terrible—messy, hard to control dosage, and looked cheap.

2. The Solution: The Refillable Airless Tube

Since we can't squeeze the hard shell, we must change the dispensing method. Enter the Refillable Airless Pump Tube.

This is currently the only premium solution that works effectively in the market.

How it Works:

1. The Outer Shell: A heavy-wall, premium rigid tube (often made of durable Glass-Polymer or decorated PP). It looks and feels expensive.

2. The Inner Cartridge: A thin-walled, soft PE liner or pouch that holds the formula.

3. The Mechanism: An Airless Pump.

   • The user presses the pump (not the tube).

   • Vacuum pressure collapses the inner cartridge.

   • When finished, the user pulls out the empty inner cartridge (pump included) and snaps in a new one.

Why Brands Love It:

• Zero Waste of Formula: Airless pumps evacuate 99% of the product.

• Premium Feel: The outer shell stays pristine. No wrinkles, no dents.

• Hygiene: The user never touches the open product. The swap is a clean "Click-in, Click-out" process.

3. The Sustainability Math (The "3-Refill" Rule)

Before you jump into refillable packaging, you must look at the Life Cycle Assessment (LCA).

The Trap: A Refillable Airless Tube uses more plastic initially than a standard single-use tube (because of the heavy outer shell and complex pump).

The Breakeven Point: For this to be eco-friendly, the consumer must refill the product at least 3 to 5 times.

• If they buy it once and throw it away: You have actually created more waste.

• If they become loyal: You drastically reduce plastic use over time.

Recommendation: Only use this format for High-Loyalty Products (like daily moisturizers or signature serums) where you are confident the customer will return. Do not use it for trend items.

4. The "Low-Tech" Alternative: The Spout Pouch

If the Airless system is too expensive for your brand (it is costly), there is a simpler way to "Refill."

The Strategy: Sell a beautiful, high-quality standard tube (or Aluminum bottle) as the "Forever Vessel." Then, sell Spout Pouches (Refill Packs).

• Pros: Pouches use 60-70% less plastic than tubes.

• Cons: The user has to manually pour the product into the tube. This is messy and not suitable for thick creams, but works great for Body Wash, Shampoo, or Gel Cleansers.

Conclusion: Choose the Right Format for Your Formula

Refillable is not a magic wand. It is a commitment.

• For High-End Serums/Creams: Choose the Refillable Airless Pump Tube. It offers luxury and function.

• For Mass Market/Body Care: Choose the Spout Pouch model.

• For Everything Else: Stick to Mono-material PE Tubes. They are simple, recyclable, and don't require the consumer to learn a new behavior.

Want to see our Refillable Airless Designs? [Request the "Eco-Luxury" Catalog]