Refill Interview: Katrina, Earthwell Refill (Kensington)
This blog post is part of our Refill interview series. In April 2026 I interviewed four, local, refill shop owners for an article in Edible San Diego magazine. I found these interviews to be insightful and impactful, so I think it is important to share them in their entirety since the article could only feature small pieces.
Interview with Katina *These answers are transcription notes taken during a live interview.
Was there a specific experience or realization that inspired you to open a refill shop?
I always wanted to be shopkeeper. After moving from Maryland to San Diego I stumbled upon a refill shop called Little Blue Dot (no longer in business) and I thought “that’s what I want to open”.
How has your original vision for the shop evolved since you first opened your doors?
Earthwell opened in 2016 and the products people are looking for have changed. I started more with simple basics, but most recently I found that people are looking for a place to purchase non-toxic, plastic-free makeup. My goal is to keep the shop inclusive, a shop for everyone, and keep the pricing as low as possible.
What is one of your biggest challenges? And something you want your customers to know.
There is a misconception that buying in bulk is always cheaper. This is refill, not bulk buying like at Costco. It really comes down to what your priorities are. Then there are things like our geopolitical status that are causing some of these products to double and triple in cost. Ingredients matter, and I’m not willing to budge on providing the highest quality, non-toxic products. Small shops don’t have the buying power of places like Costco and we care more about the products we carry and what’s in them. Owning a refill shop is born out of a passion and love to source and provide these products to people, it’s not about profit.
Do you find your typical customer is already an environmentalist, or are you seeing more "curious newcomers"?
We have a lot of regulars and a large international clientele. Other countries have been doing refill for a long time. I do have some people come in by chance, and a lot that are looking for non-toxic products, not necessarily plastic-free/for the planet.
Why are refill and plastic free options important?
We as human beings need to care for our planet. A refill shop does that by reducing people’s plastic intake. Fossil fuel companies are making as much plastic as they can, but we have to find a way to stop catering to that “out of sight, out of mind” mind set. When you support a refill shop your mindset starts to change. You start to realize that resources are limited, where things go, and where things come from. Shops like mine are integral to changing mindsets away from the disposable economy. It also opens the door to you thinking about other environmental issues and supporting other things like shopping second-hand for clothing.
What is the one item people come in for most, and what is the one item you wish they bought more of?
One of our most popular items is our deodorant by Little Seed Farm. It’s natural and it works.
Do you stock any food items, and if so, why is shopping bulk bins for food important?
None yet, but I’d like to carry loose leaf teas.
Anything else you’d like to share?
It’s my dream for local governments to subsidize refill shops. Support plastic-free initiatives and vote with your dollar.
Make sure to check out more content by Edible San Diego magazine!