Unilever Expands Sustainable Portfolio with Acquisition of Kotiota
Unilever has acquired Kotiota, the beauty tech start-up behind the refillable and reusable personal care brand, Koti. Founded in 2020 in the UK, Kotiota has gained traction for its innovative system designed to curb single-use plastic consumption in personal care.
This move aligns with Unilever’s long-term sustainability strategy and growing investment in refillable packaging models. Kotiota’s system centers around durable hardware and concentrated personal care formulas that consumers mix at home, offering a closed-loop solution aimed at minimizing plastic waste.
After a successful 2021 pilot, Koti launched D2C operations in the UK in 2022, offering refillable products across multiple categories including deodorant, body wash, hand wash, and facial cleansers. The brand has received praise for its sleek product design and user-friendly mixing system, which allows consumers to engage more actively in sustainable routines.
Kotiota’s proprietary technology combines an easy-fill mechanism with smartphone integration, offering personalized care recommendations and consumption tracking for users. The brand’s business model is strongly rooted in circularity, aiming to tackle both waste and overconsumption—key challenges in the FMCG sector today.
Strategic Fit for Unilever’s Future Goals
Unilever’s acquisition of Kotiota supports its Future of Clean strategy, a roadmap that includes innovations in product design and packaging to meet sustainability goals. The company has previously pledged to halve its use of virgin plastic and significantly increase its use of post-consumer recycled materials by 2025.
By integrating Kotiota’s refill model, Unilever strengthens its capabilities in the refill-at-home space, an area increasingly relevant amid stricter environmental regulations and rising consumer demand for sustainable alternatives.
Implications for the FMCG Industry
As FMCG brands face mounting pressure to reduce environmental impact, solutions like Kotiota’s represent tangible progress. With consumers—especially Gen Z and Millennial cohorts—seeking brands committed to sustainability, reusable and refillable systems offer both environmental and commercial potential.
This acquisition signals continued momentum in the convergence of beauty, technology, and sustainability, with major players like Unilever actively scaling circular innovations to meet eco-conscious consumer expectations and future-proof their portfolios.