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Meadow is built on the belief that circularity should feel effortless. The company develops technologies that help global brands reduce environmental impact without compromising on beauty, functionality, or user experience. In 2026, Fast Company named Meadow one of the World’s Most Innovative Companies in the Social Good category, recognising its work to make circular systems easier to adopt by leveraging existing manufacturing and recycling infrastructure.The company’s MEADOW KAPSUL™ system has received international recognition from the design community, including Red Dot Best of the Best. Products enabled by the system are available through major retailers across Europe. The platform continues to expand globally into new product categories and applications. We spoke to the Meadow team to find out more about how adopting refillable packaging systems can present commercial opportunities for luxury brands today.   Why has refill and reuse struggled to achieve mainstream adoption, and what needs to change for it to become the norm? From the beginning, we believed the challenge was not only about materials, but also design. For circular packaging to scale, it must work for consumers, brands, and existing infrastructure. Many refill systems introduce new habits or compromise convenience, creating friction that limits adoption. Consumers should not have to sacrifice experience for sustainability. The experience must be …