Startup CPG Newswire:
Purefill Launches Refillable Deodorant System to Address Plastic Waste in Personal Care
PRESS RELEASE — NEWS PROVIDED BY Esabel Sadek for Purefill
SAN DIEGO, CA (MAY 2025) — Purefill has introduced a refillable deodorant system aimed at reducing plastic waste in the personal care industry, addressing rising consumer demand for sustainable alternatives and concerns over greenwashing.
Founded by Amy Perez, creator of Primal Pit Paste (later known as Pretty Frank), Purefill builds on a foundation of transparency and sustainability. Perez’s previous brand achieved global distribution prior to being affected by intellectual property disputes. With Purefill, she returns with a focus on minimizing environmental impact while maintaining product efficacy.
The initial offering, the Bod Pod Starter Pack (MSRP $52), includes a durable, refillable case and two compostable deodorant pods. The formula contains prebiotic ingredients and is designed for use on underarms, feet, and other areas. The pods are free from synthetic fragrances, petrochemical waxes, and added water.
The personal care industry is estimated to produce approximately 120 billion units of packaging annually, much of which is single-use. Less than 10% of plastic waste is recycled globally, highlighting the need for more sustainable solutions (source: https://www.sciencedirect.com/science/article/pii/S2667378922000360).
“Purefill was created to provide a reliable, plastic-free alternative for everyday care,” said founder Amy Perez. “Our focus is on reducing waste while offering a high-quality user experience.”
The brand’s launch coincided with Earth Month and broader industry efforts to reduce environmental impact through innovation in packaging and formulation.
About Purefill
Purefill is a sustainable personal care company focused on eliminating single-use plastics through refillable, compostable product systems. Founded by Amy Perez, known for her work with natural deodorant brand Primal Pit Paste, Purefill emphasizes ingredient integrity and long-term environmental responsibility. The company is independently owned and committed to transparent practices and sustainable design.
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