Taking sustainability to the next level, refillable and non-toxic household product brand Blueland is set to disrupt an entrenched industry by changing consumer behavior

Inspired by innovations from companies including Truman's and Brandless, the household product category has seen the emergence of refillable cleaning products that forgo single-use plastic bottles in exchange for one bottle, cleaner concentrate and water. One such brand, Blueland, is determined to influence this change, using affordable refills and beautiful packaging design to catch the eyes and wallets of millennials.

Just ahead of Earth Day 2019, PSFK spoke to Blueland founder Sarah Paiji Yoo about the power of one new brand to make a long-term difference in consumer behavior.

Though consumers have more options than ever when it comes to products marked natural or organic, even the cleanest of cleaning products is still guilty of being packaged in single-use plastics. As consumers become more aware of the overabundance and environmental damage of plastic, brands play catch up to solve for recyclable or reusable packaging. “There is nothing on the market that checks all the boxes of being effective, non-toxic, affordable, convenient and free of single-use plastic,” Yoo says, explaining the inspiration for Blueland.

Despite growing consumer interest in sustainability, the mass adoption of waste-free packaging means effecting changes in consumers' lifestyles. “We recognize that our product is a new behavior and that there is still a lot of work to do to move consumer mindsets from a single-use consumption culture to one of reuse,” Yoo says. But it's not impossible: “The refill system, while new to the cleaning category, is actually a familiar one for consumers and no different from a Brita refill cartridge system, and razor and blade systems.”

Yoo hopes both corporations and consumers alike will continue to take on increased accountability for how the things we buy and use affect the environment. “I am excited because for the first time ever, I think sustainable packaging actually makes for good business as consumers are now increasingly demanding responsible packaging,” she tells PSFK. “In the past it only had bad cost and margin implications for businesses,” Yoo continues. “I believe packaging waste should be thought of as a shared responsibility, with CPG brands an important participant in the progress we can make.”

Sarah Paiji Yoo.

Blueland

Inspired by innovations from companies including Truman's and Brandless, the household product category has seen the emergence of refillable cleaning products that forgo single-use plastic bottles in exchange for one bottle, cleaner concentrate and water. One such brand, Blueland, is determined to influence this change, using affordable refills and beautiful packaging design to catch the eyes and wallets of millennials.

Just ahead of Earth Day 2019, PSFK spoke to Blueland founder Sarah Paiji Yoo about the power of one new brand to make a long-term difference in consumer behavior.