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Refeely is a South Korean startup founded in November 2020 by CEO Kim Jae-won that offers an eco-friendly packaging solution by using paper-based cartons for products traditionally sold in plastic containers. The company was born from Kim's concern about plastic waste and its environmental and health impacts. After two previous startup failures and work experience at a carbon emissions consulting firm, Kim was motivated to find a viable alternative to plastic packaging, which led him to explore the potential of paper packs.

The company's core business is providing a B2B packaging solution that allows brands to package liquid-based household goods like detergents, shampoos, and cosmetics in recyclable paper cartons, similar to those used for milk and juice. Refeely developed its own machinery and proprietary technologies, including ultrasonic sealing, to ensure the paper packs can safely hold various chemical formulations without leaking or degrading. This innovation allows them to serve as a one-stop OEM/ODM partner for companies looking to adopt more sustainable packaging. The paper packs are noted to reduce plastic usage by over 80% and lower carbon emissions by a third compared to conventional plastic containers.

Refeely has established partnerships with major companies like Yuhan-Kimberly and Ottugi's 'Otture' brand to produce paper-packed hand wash and kitchen detergents. The business model is primarily B2B, responding to the growing corporate demand for ESG-focused products. In addition to its B2B services, the company also operates a direct-to-consumer online store with its own brands, 'Heimili' for household products and 'Local Stock' for food items. Since its inception, Refeely has secured several rounds of funding, including an 800 million KRW seed round in August 2022 and a 1 billion KRW pre-Series A round in March 2024, to expand production capacity and pursue international expansion into markets like the US, Australia, and Vietnam.

Keywords: paper packaging, sustainable packaging, plastic alternative, B2B packaging solutions, eco-friendly packaging, liquid packaging, paper cartons, ESG, household products packaging, cosmetic packaging, ultrasonic sealing, recyclable materials, carbon reduction, contract manufacturing, Yuhan-Kimberly, Otture, green technology, packaging innovation, circular economy, waste reduction