# Refillable Toothpaste Pumps IKI Does Away with the Standard Toothpaste Tube By Laura McQuarrie | Published 2020-08-01 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/refillable-toothpaste References: [thedieline](https://thedieline.com/blog/2020/7/30/pack-of-the-month--iki-wants-to-change-the-way-we-do-toothpaste) & [tatabistudio](http://tatabistudio.com/) From [single-use solid tablets](https://www.trendhunter.com/trends/bulk-hotel-dispenser) to recyclable and refillable tubes, environmentally conscious brands are rethinking the way consumers use toothpaste. During lockdown, Tatabi Studio developed a design for IKI toothpaste, which sets itself apart with [pump packaging](https://www.trendhunter.com/trends/nube). The unconventional toothpaste dispenser boasts a recycled plastic form and a baked clay texture, offering an alternative to the standard toothpaste tube that's notoriously difficult to recycle. The [refillable toothpaste concept](https://www.trendhunter.com/trends/refillable-packaging-innovation) introduces a system that lets consumers turn the product over to easily change out the toothpaste, which was intentionally created with an "elegant and relaxed" style that can be displayed on bathroom counters just like hand soap pumps. Inspired by the sea, IKI incorporates a series of soothing natural colors and a simple overall shape that was actually inspired by a seagull. Image Credit: Tatabi Studio ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 92% | Activity: 93% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Refillable Toothpaste:** Disruptive innovation opportunity: Developing a range of refillable toothpaste options that are eco-friendly and easy to use. - **Recyclable Packaging:** Disruptive innovation opportunity: Creating toothpaste packaging made from recyclable materials to reduce waste and promote sustainability. - **Alternative Dispenser Designs:** Disruptive innovation opportunity: Designing unconventional toothpaste dispensers that offer unique user experiences and enhance bathroom aesthetics. ### Who This Affects Most - **Personal Care Products:** Disruptive innovation opportunity: Implementing refillable toothpaste pumps to revolutionize the oral care segment and promote eco-consciousness. - **Packaging Industry:** Disruptive innovation opportunity: Collaborating with toothpaste brands to develop recyclable packaging solutions that address environmental concerns and consumer demands. - **Home Decor and Bathroom Design:** Disruptive innovation opportunity: Creating unique and aesthetically pleasing toothpaste dispensers that complement bathroom decor and offer a heightened user experience. ## Related on Trend Hunter - [Recyclable Toothpaste Pouches](https://www.trendhunter.com/trends/toothpaste-pouch.md) - [Toothpaste-Dispensing Toothbrushes](https://www.trendhunter.com/trends/onedone.md) - [Plant-Powered Toothpaste Tabs](https://www.trendhunter.com/trends/toothpaste-tab.md) - [Recyclable Toothpaste Tubes](https://www.trendhunter.com/trends/colgate-toothpaste-tube.md) - [Reduced Plastic Toothpaste Packaging](https://www.trendhunter.com/trends/colgatepalmolive-1.md) - [Water-Saving Toothpaste Tabs](https://www.trendhunter.com/trends/toothchews.md) - [Minty Toothpaste Tablets](https://www.trendhunter.com/trends/toothpaste-tablet.md) - [Twistable Refill Packaging](https://www.trendhunter.com/trends/refillable-packaging-innovation.md) - [Sustainability-Focused Reusable Toothbrushes](https://www.trendhunter.com/trends/reusable-toothbrush.md)