The Zero-Waste Glow-Up: Meet The Canadian Pioneer Redefining Refillable Beauty

Quebec-based KIIMA has quickly become a cult favorite for proving that eco-conscious products can—and absolutely should—be beautiful. As a leader in the clean beauty conversation, the brand is moving beyond its signature refillable deodorant applicators to tackle a new category: sustainable lip care.

We are sitting down with Samuel, KIIMA’s Co-Founder, for an exclusive look at the brand’s mission to eliminate single-use plastics through high-design innovation. From the durable DNA of their original global favorites to the hands-on debut of their brand-new Refillable Lip Balms, Samuel is sharing how KIIMA is making a zero-waste lifestyle feel like a true everyday luxury. —Noa Nichol

The Aesthetic of Sustainability: KIIMA has been praised for making eco-conscious products look like high-end art. Why was “beauty” such a non-negotiable part of the design process for something as utilitarian as a deodorant applicator?

When you design a product that people will keep for years, they need to feel connected to it. It has to remain beautiful over time and deserve a place in someone’s daily routine.

Design and aesthetics are powerful tools. They create desire, curiosity, and pride of ownership. Our belief is that sustainability should not feel like a compromise. People should want the product first because it looks and feels great. Waste reduction then becomes the natural consequence of that choice.

The New Lip Logic: You’re introducing the brand-new Refillable Lip Balms. How did the engineering challenges of a lip balm applicator differ from the original deodorant design, and how did you ensure the “durable DNA” translated to a smaller scale?

In many ways it felt like starting from scratch. At first, we thought some elements of the deodorant design would translate easily, but lip balm lives in a very different reality.

You carry it everywhere. It goes directly to your lips, which makes it extremely personal. The experience had to feel familiar, intuitive, and effortless while keeping the iconic KIIMA design language.

Because lip balms are constantly in pockets, bags, and dropped on hard surfaces, durability was also critical. We spent a lot of time refining the mechanism to make sure it remained extremely resistant while maintaining a premium feel at a much smaller scale.

Fighting “Green Fatigue”: Consumers are often overwhelmed by “eco-friendly” options that don’t actually work or feel cheap. How does KIIMA’s hands-on experience—the weight, the texture, the sleekness—help overcome that skepticism the moment someone touches the product?

It starts with taking the time to deeply understand what users want and what the market truly needs. Then we push ourselves to refine every detail until the experience feels right.

We are not afraid to start over if something does not meet our standards. The truth is we design products we would personally use, and we are very demanding when it comes to our own personal care products.

If you design for the most difficult-to-please customer, you end up creating something that resonates with a much larger audience. The moment people hold the product, the weight, the texture, and the precision communicate that this is not a cheap alternative but a better one.

The Customization Factor: One of KIIMA’s biggest draws is that it’s customizable. Why was it important to give the power of choice back to the consumer, and how does that “customization” lead to a longer-lasting relationship between the user and their zero-waste gear?

When people can choose their colors, their scents, and even change scents depending on their mood, they feel more connected to the product. It becomes something personal rather than disposable.

Every time they refill it, they are reminded that this small habit is good for them and for the planet. That sense of ownership is very important.

We also extend that philosophy further. In Canada, we opened access to our company equity so customers can become part of the KIIMA movement. We even created a DIY option that allows people to make their own deodorant recipes if they wish. Waste reduction should not be limited by budget, allergies, or personal preferences. Everyone’s body is different, and giving people that freedom strengthens the relationship they build with the product.

Eliminating the “Single-Use” Mindset: Beyond just the product, you’re trying to change consumer behavior. What has been the most surprising piece of feedback you’ve received from customers who have officially made the permanent switch from plastic disposables to KIIMA?

One message that stayed with us came from a customer who said our deodorant changed her life. She had spent years searching for an effective product that worked for her and had lost confidence because nothing seemed to help. Finding a solution that finally worked gave that confidence back.

The feedback we hear most often is simply: “Finally, this exists.”

Another surprising story came from a family that started organizing small gatherings to make their own deodorant recipes using our system. It became a shared activity where they spent time together, created memories, and everyone went home with their own personalized deodorant. Moments like that show us that this movement can go far beyond the product itself.

The Quebec Connection: As a Canadian pioneer based in Quebec, how has the local design culture or Canadian environmental values influenced the way you’ve built the brand for a global audience?

Montreal already has a very international culture, and that openness influences how we think about design and innovation.

Canada is also known for its collaborative and constructive mindset. At KIIMA, we want to change the industry in a positive way. We do not believe in shaming people for their choices. Instead, we focus on creating solutions that are simply better, more beautiful, and easier to adopt.

Growing up and traveling across Canada also leaves a strong impression. Visiting places like Forillon National Park in Gaspésie or seeing the mountains in British Columbia reminds you how precious nature is. Every landfill we see today was once a piece of land full of life. That perspective constantly reminds us why it is important to rethink how everyday products are made.

Winter Resilience: We’re in the thick of a Canadian winter, perfect timing for a lip care launch. Can you talk about the specific ingredients or scents in the new lip refills that were chosen to combat our harsh climate while staying “clean”?

Our nourishing lip balm refills are available in four options: Odorless, Watermelon, Berries, and Coconut Vanilla.

Our lip balm refills were formulated with one clear objective: protect and repair lips exposed to harsh climates while keeping the formula clean, minimal, and highly nourishing.

We rely heavily on plant-based oils and waxes known for their protective and restorative properties. Castor oil and sunflower oil provide deep nourishment and help maintain moisture, while jojoba esters mimic the skin’s natural lipids, allowing the balm to absorb well without feeling greasy. A blend of natural waxes such as sunflower wax, candelilla wax, and carnauba wax creates a protective barrier that helps shield lips from cold wind and dry air.

INCI: Ricinus Communis (Castor) Seed Oil, Helianthus Annuus (Sunflower) Seed Wax, Helianthus Annuus (Sunflower) Seed Oil, Jojoba Esters, C10-18 Triglycerides, Caprylic/Capric Triglyceride, Rhus Verniciflua Peel Wax, Polyhydroxystearic Acid, Behenyl Behenate, Euphorbia Cerifera (Candelilla) Wax, Copernicia Cerifera Cera, Acacia Decurrens Flower Wax, Tocopherol, Soybean Oil, Polyglycerin-3.

The Future of the “Refill Revolution”: Deodorant was the start, lip balm is the newest chapter. What is the “final boss” of single-use bathroom plastics that KIIMA is determined to tackle next?

We currently have several products in development and our next launch will happen later this year.

Our vision goes far beyond one category. The goal of KIIMA is to help transform the entire personal care industry by proving that refillable systems can be both beautiful and scalable. The future of personal care is refillable, and we intend to keep pushing that revolution forward.

Win! 1 of 2 $100 Kiima Prize Packs!

Congrats Karlee E. of Halifax, NS, and Lai Y. of Ottawa, ON, who will each receive a $100 Kiima package consisting of (all from the KIIMA-LAB range):

• 3 deodorant refills
• 1 lip balm applicator
• 4 lip balm refills
• 1 deodorant applicator

Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding. Full contest rules/regulations here.