When Shanti Jourdan received her first bicycle delivery of laundry detergent, Epsom salt and olive oil from Re-Up Refill Shop in Oakland, she thought she had found the holy grail.

“I’ve been really into the idea of zero waste and reuse instead of recycle since I was a young teenager,” said Jourdan, 30, an Oakland yoga instructor and astrologer. She posted Instagram photos of the jugs and jars, neatly labeled with embossed black tape. “It felt like it was too good to be true.”