• Susan

First refillable toothpaste dispenser in development

A British eco friendly dental brand is developing what is thought to be the world’s first refillable toothpaste dispenser with biodegradable refill capsules, after receiving a Smart Innovate grant of £150,000.


Happier Beauty, creator of 100% recyclable Happier Beauty Toothpaste, is on a mission to tackle the tonnes of plastic waste produced by regular toothpaste pumps and tubes by developing a new toothpaste dispenser that eliminates single use plastic tubes or pumps.



The innovative toothpaste dispenser will be made of aluminium and 50% recycled plastic, and has been designed to be used over and over again. The refill capsules are biodegradable meaning the new dispenser and refill capsules are completely zero waste. Together the offering provides an alternative to standard toothpaste tubes that are notoriously difficult to recycle and result in 1.5 billion plastic toothpaste tubes ending up in landfill every year.

Happier Beauty had already developed a very planet friendly debut product, with its original toothpaste tube made of aluminium which can be endlessly recycled. However, the brand wants to create a more circular solution to the climate crisis.


The new toothpaste dispenser will allow consumers to refill using biodegradable capsules. The refill capsules will be sent out to customers as a subscription, along with the reusable dispenser in their first subscription. Customers will be able to choose the frequency of their subscription.

The design will be elegant and sleek, reflecting Happier Beauty’s existing range that looks stylish enough to be displayed on bathroom counters alongside chic beauty products. The dispenser comes in four colours: mint, pink, peach and white.



Founder of Happier Beauty, Faye Wilson, said: ‘It is becoming clear that recycling will not save us from the climate crisis, and so Happier Beauty wanted to take it one step further by creating a truly circular refillable and reusable solution.


‘We are so excited to be the world’s first toothpaste company to bring a refillable toothpaste dispenser to market. Refills are becoming more popular across food and beauty so why not dental care? Toothpaste is a product we all use twice a day but innovation in this market has been pretty slow up until now.

‘Our refills have numerous advantages for the planet, they are easy to biodegrade so reduce the amount of plastic going to landfills.’