Global Momentum in the Refillution: Ecostore partners with (ecourage) to launch High-Tech Refill Machines in Japan

Ecostore, a beloved New Zealand brand known for its plant- and mineral-based formulations, is partnering with sustainable smart technology company (ecourage) to bring its refillable vision to life. The innovative, mess-free refill machines will launch with Laundry Liquid, Fabric Softener, Wool & Delicates and Dish Liquid, each able to be refilled into the brand’s current 1-liter pouch fitted with (ecourage)’s OmniCap™.

This collaboration marks one of the largest retail deployments of refill technology in Japan, a country known for its blend of innovation and tradition. The launch represents a significant leap toward eliminating single-use plastic from everyday shopping routines, while setting a global model for scalable, circular solutions.

Our mission at (ecourage) is to change consumer behavior at scale by making reuse both easy and rewarding. Launching with ecostore at AEON demonstrates that refill solutions can be seamlessly integrated into mainstream retail and deliver real environmental impact.

said John Minagawa-Webster, Co-Founder of (ecourage).

Unlike bulk drums or messy gravity-fed taps, (ecourage) machines are precision-engineered to deliver a clean, convenient, user-friendly experience. Each refill saves a bottle from entering the waste stream, while each consumer interaction is customized and traceable, helping brands and retailers quantify their sustainability impact and strengthen customer loyalty.

Ecostore’s Chairman Pablo Kraus said the company is excited to enter this next phase of its partnership with (ecourage).

We have worked with the (ecourage) team over the last three years to consistently innovate, develop and improve the refill experience for our customers in Japan. We already have a strong global refill community, developed over 20 years as leaders in the refill space, and can't wait for our consumers in Japan to try this new, mess-free technology. Refilling has never been easier. ‍

This is one of many investments we’re making as part of our sustainability strategy; We’ve publicly shared that we’re aiming for 100% recyclable or refillable packaging. This marks the beginning of some exciting global plans, and we're thrilled to kick this phase off with our partners in Japan.

Additionally, ecostore JAPAN CEO Mr. Yohei Hanao, shared

we are proud to announce the introduction of Ecofill at AEON STYLE Makuhari Shintoshin, an important milestone in promoting the culture of refills. By enabling customers to purchase only what they need, bulk dispensing reduces waste and helps us reconnect with the core value of treating resources with care.

Traditionally, customers needed to bring empty bottles to the store. With the adoption of reusable refill packs, bottles can now remain at home, allowing for a more convenient and flexible experience.

Looking ahead, we plan to expand Ecofill beyond AEON stores to everyday locations such as train stations and gas stations. Our ambition is to establish bulk dispensing as part of everyday social infrastructure—making it possible for everyone to access the right amount of product, whenever and wherever it is needed.

A global model for Circular Economy

Plastic pollution is a global challenge, but effective solutions are now emerging in markets like Japan, New Zealand, and Europe. The launch of (ecourage) machines in Japan underscores how refill systems can scale internationally and signals to markets like the United States that the future of packaging lies in reuse.

As American retailers face mounting consumer and regulatory pressure to reduce plastic waste, Japan’s adoption of this model could accelerate similar change in U.S. supermarkets, drugstores, and big-box retailers.

Ecostore and (ecourage)’s partnership shows what is possible when innovation, consumer engagement, and environmental responsibility align, and it offers a blueprint for the refill economy worldwide.

How it works

• Customers pick up ecostore refill pouch in-store. Each pouch has a unique NFC cap that customers can register to earn discounts and rewards.
• Choose which product you’d like to refill; the machines are launching with Laundry Liquid, Fabric Softener, Wool & Delicates and Dish Liquid.
• Slide the pouch into the appropriate dispensing unit and press the refill button.
• Once the machine has refilled the pouch – approximately 30 seconds – take the printed ticket remove the Pouch and attach the ticket to it.
• Pay at the till.

Automated refills at a glance

• Four stores taking part in the pilot
• An average of 58 grams of plastic saved per refill
• Refills of 1-liter pouch take an average 30 seconds, with no mess or spills

About ecostore

Ecostore is a leading New Zealand-based manufacturer of personal care, baby, and household cleaning products made from sustainable, plant- and mineral-based ingredients. A certified B Corp, ecostore has been a pioneer in sustainable product development and packaging innovation since 1993.

About (ecourage)

(ecourage) builds smart liquid refill systems that enable brands and retailers to transition from single use to reuse, with little disruption to their current supply chains. Their refill machines are designed for product integrity, traceability, and user-friendly retail integration, making circular solutions practical at scale.