Jelly Ko Expands Refillable Product Line Amid Strong Sales Demand

Jelly Ko, the in-house brand of the Australian online retailer Style Story, is actively broadening its range of refillable products in response to robust sales performance and increasing consumer demand for sustainable packaging. This expansion includes the addition of a refillable version of its popular Bubble Tea Steam Cream, alongside existing refill options for Dewy Glaze Toner, Be Jelly Overnight Dream Serum, and White Truffle Souffle Serum. According to Lauren Lee, founder of Jelly Ko and Style Story, refill packs constituted nearly 40% of total sales for the Bubble Tea Steam Cream last month, highlighting a significant shift towards environmentally friendly purchasing decisions among consumers. "Bubble Tea Steam Cream is the product that put Jelly Ko on the map," Lee stated, emphasizing the product's popularity and consumer preference for travel-friendly packaging.

The introduction of refillable pouches is not merely a marketing strategy but a response to customer feedback that highlighted the practicality of these products for travel. Lee noted, "Many started using the refill packs as travel companions because they are resealable, lightweight, and easy to pack due to their flat packaging." This insight has influenced Jelly Ko's messaging, aligning it with current consumer trends favoring convenience and sustainability in skincare products.

Jelly Ko's Bubble Tea Steam Cream, launched in 2020, is marketed as the first bubble tea-inspired skincare product, combining nourishing ingredients such as collagen, panthenol, probiotics, squalane, and four types of hyaluronic acid. This cream claims to provide deep hydration and improve skin texture, making it suitable for all skin types. The company's commitment to sustainability is further reflected in its packaging, which reportedly uses 90% less plastic compared to traditional cosmetic containers, contributing to a reduction in carbon emissions and packaging waste.

As the beauty industry increasingly embraces sustainability, Jelly Ko plans to further expand its refillable product offerings. Upcoming additions include a refill version of the Cherry Blossom Sleeping Mask, which will also serve as a travel pack. However, the company does not plan to introduce dedicated travel-sized products at this stage, instead opting to offer sachet samples and refill packs as practical alternatives.

The shift towards refillable and sustainable products is indicative of a broader trend within the cosmetics industry, where consumer preferences are evolving towards environmentally responsible choices. According to a report by the Global Cosmetic Industry, sustainable packaging is becoming a critical factor for consumer loyalty, with 66% of consumers willing to pay more for products packaged sustainably (Global Cosmetic Industry, 2023).

Jelly Ko's innovative approach aligns with this trend, demonstrating how brands can adapt to changing consumer demands while contributing positively to environmental sustainability. As the company continues to expand its refillable product line, it sets a precedent for other brands in the industry to follow suit, potentially reshaping the landscape of beauty retail in the years to come.