Refillable Packaging Gears Up for a New Phase in Beauty

Refillable cosmetic and fragrance packaging has gained considerable attention in the global beauty industry over the past few years, especially as far as meeting all-important sustainability goals. However, it’s not a certain path due to challenges regarding consumer and retail acceptance. Overall, the process for refilling must be as simple, efficient, and as easy as possible. Product loyalty is essential. Consumer and retail education is critical. 

According to Lauren Ryder, Packaging Analyst, Mintel, “Refillable packaging is moving beyond a niche sustainability story in beauty into a design and business-model shift. Specifically in fragrance and color cosmetics, the opportunity is clear: refill systems can preserve the luxury and ‘premiumness’ consumers expect from their beauty products, while reducing the packaging consumers throw away after a short moment of use.” (See more from Ryder on page 25 of this issue).

Beauty brands including Kjaer Weis, La Bouche Rouge, and L’Occitane have embraced refillables for years. Mugler’s Angel perfume for women, in a gorgeous azure-blue, star-shaped bottle, which launched in 1992, is spritzed from an iconic reusable flacon. It was designed from the start to be kept and refilled, either at home or at “fragrance fountains” behind department store counters. 

Today,  amid the sustainability boom, it seems that most cosmetic industry packaging providers offer a variety of refillable choices for products from fragrance to color cosmetics, skincare to haircare. Leading brands, from MAC to Kiehl’s are positioned in store with refills. Many of the options tout reducing waste and saving on future purchases.

Top brands that provide solutions across skincare, makeup, and fragrance—often via replacement pods, mail-back programs, or high-volume pouches—include Fenty Beauty, Hourglass, Charlotte Tilbury, Giorgio Armani, and Dior.

L’Oréal Groupe Leads the Way 

The largest brand of all, L’Oréal Groupe, recently introduced its third edition of its #jointherefillmovement—an initiative aimed at making beauty refill options the new norm. The campaign launched on June 16, “World Refill Day.”

Ezgi Barcenas, Chief Corporate Responsibility Officer at L’Oréal, says, “As the global beauty leader, our responsibility is to turn circular solutions into worldwide industry reality. 

“Making refills the new norm requires a fundamental evolution across our entire value chain from supply chain [and] product design, to retailer partnerships and consumer engagement.”

According to Olga Kachook, SPC Director at GreenBlue, “In an industry defined by luxury and ritual, refillable packaging is emerging as the next frontier for beauty brands. Across high-end perfumes and everyday skincare, refillable packaging can deepen consumer engagement and create long-term value for beauty companies.” 

Still, says Kachook, success across refillable formats depends on the details: consumers need packaging that’s durable and travel-ready, and a refill process that rivals the convenience of single-use. 

With EPR and PPWR legislation and deadlines nearing, there is an expanding selection of refillables, including glass-on-glass jars, and PET refill pouches. Ease of replacement is drawing growing interest. Luxe fragrance and skincare, and everyday body- and haircare, seem to be attracting much of the current interest in refillables.

“From perfumes to shampoos, refillable packaging offers a way to cut waste, deepen consumer engagement, and reimagine how beauty products are delivered.”

—Olga Kachook, SPC Director at GreenBlue

What refillable packaging trends are gaining ground in today’s marketplace? We spoke with industry experts, packaging suppliers, data experts, and brands to get a close-up view of their current and future forecasts. Following are their responses.

Refillable Packaging Trends in Beauty 

Laszlo Moharita, VP, Global Package Development, Fragrance and Haircare Cluster, The Estée Lauder Companies, tells Beauty Packaging, “Refillable packaging is rapidly gaining momentum in beauty, especially among luxury brands. Consumers are increasingly seeking sustainable options, and brands are responding by integrating refillable solutions that combine eco-consciousness with high, well-thought-out design.” He says, “This trend is mainly driven by environmental concerns, regulatory changes, and the desire for differentiation in a crowded market.”

At Aptar Beauty, Erin Harmon, Marketing Director, says that refillable trends are gaining significant momentum across industries, as both brands and consumers prioritize waste reduction, cost efficiency, and sustainability. Looking ahead to 2027 and beyond, refillable and reusable systems are expected to evolve rapidly from niche solutions to mainstream expectations. The reasons: “Both luxury and mass-market brands are investing in creative, functional, and collectible refill solutions, driven by increasing regulatory pressure, rising demand for circularity, growing consumer distrust of recyclability, and ongoing innovation in packaging and product design,” says Harmon.

“Looking ahead to 2027 and beyond, refillable and reusable systems are expected to evolve rapidly from niche solutions to mainstream expectations.“

—Erin Harmon, Marketing Director, Aptar Beauty

Aptar introduced Nomad, Private Spray, and Gaia packaging solutions, “featuring more intentional refillable and reusable formats with purpose-led designs that reduce waste, promote more sustainable behaviors, and deliver emotional appeal.” 

Nomad Refill is billed as “the industry’s first 10ml travel spray, which can be directly refilled from your perfume bottle in less than five seconds. Nomad features a patented integrated connector that guarantees no leaks or spillage during refilling. The filling process stops automatically, safeguarding the expansion chamber. It is “quick, clean, and secure, preventing overflow and overpressure.” 

Harmon explains that the refillable mini packaging is designed to maintain the fragrance’s olfactory integrity by preventing contact with air during the refilling process. This technology enhances the at-home refill experience while offering premium customization options that boost brand equity and increase product desirability. The solution is compatible with all full-size perfumes with a standard SNI-15 screw-on neck finish, says Harmon. 

Nuon Medical premiered its beauty line as a sustainable/refillable  way to enhance skincare formula applications. Alain Dijkstra, founder & CEO, says refillable packaging in beauty is evolving from a sustainability-driven concept into a more experience-led and technology-integrated solution. He tells Beauty Packaging, “We are seeing growing interest in refill systems that not only reduce material use, but also enhance product performance, personalization, and long-term consumer engagement.” In premium beauty especially, Dijkstra says refillability is “increasingly connected to design longevity and smart functionality rather than being treated as a secondary feature.”

Nuon recently worked on a refillable skincare concept integrating beauty-tech functions directly into the primary pack. The design combined a reusable electronic component with replaceable product cartridges, allowing the technology portion to remain in use across multiple refill cycles. “What made the project stand out,” says Dijkstra, “was the balance between sustainability, usability, and treatment experience—showing how refillability can move beyond waste reduction to become part of a more elevated beauty routine.” 

Refillables have been a long-time emphasis at Albéa, and the packaging supplier now offers many options, from skincare to makeup.

Loretta Riche, Marketing Manager, Albéa, says, “Refillable packaging is becoming one of the strongest trends in the beauty industry, with growing adoption across categories such as makeup, skincare, fragrance, lip care, and personal care.” Today, she says, refillability is no longer seen only as a sustainability feature, but as a complete packaging strategy combining environmental responsibility, consumer experience, and premium design.

“Refillability is no longer seen only as a sustainability feature, but as a complete packaging strategy combining environmental responsibility, consumer experience, and premium design.“

—Loretta Riche, Marketing Manager, Albéa

Elegant, reusable outer packs are increasingly designed to be kept over time. Riche says, “We support this evolution through solutions such as our refillable Skinstick 2.0 for face applications and our Twirl Jar, available from 15- to 200ml, both designed to combine convenience with reusable premium packaging.”

Skinstick 2.0, is Albéa’s “next-generation solid skincare stick designed for precise and hygienic application. Its rounded format allows targeted use, while the refillable system ensures ease of replacement. Made entirely from PP, including the refill, it offers a fully mono-material solution aligned with eco-design principles,” explains Riche.

Endless Kiss is a versatile stick that can be adapted to multiple formulas such as lipstick, lip balm, or concealer. Fully made of PP, it is both refillable and recyclable. It integrates Albéa’s Rouge Green mechanism, a mono-material system made of three parts, combining technical performance with sustainable design.

Honey Moon is Albéa’s elegant, refillable stick designed for multi-purpose applications including lips, complexion, and eye contour. It features the Lipshine Green mono-material mechanism, also composed of three parts, and offers “a refined aesthetic” while meeting growing expectations for sustainability and versatility.

A Refillable Breakthrough 

In a recent refillable breakthrough, Albéa Tubes’ team says it is the first on the market with an innovative tube refill solution. The supplier launched the Fill-Up Tube, the first spill-free, mono-material tube designed as a recycling-ready refill solution. This tube is designed to be opened at the top along designated tear lines, allowing consumers to effortlessly pour the content into their favorite containers. 

Combining sustainability with functionality and aesthetics, Fill-Up is made from mono-material PE. It is ready to be recycled within the existing HDPE stream, in line with Albéa’s commitment to the circular economy. 

Caroline Hughes, Global Marketing & Communication Manager, Albéa Tubes, tells Beauty Packaging, “We are seeing an increasing positive response from consumers toward refillable packaging, not only in the cosmetics sector, but also for health care and beauty care solutions. Beauty brands are naturally turning to refill formats for their creams, as it combines sustainability with convenience and product protection. This shift reflects both consumer demand and the industry’s commitment to responsible packaging.”

“Refillable packaging is no longer just a sustainability differentiator—it is becoming a baseline expectation, especially in premium and masstige segments.“

—Nicholas Bakic, Vice President Sales, Bakic Group

At Bakic Group, Nicholas Bakic, Vice President Sales, says, “Refillable packaging has gone from a niche sustainability ‘nice-to-have’ to a core strategic aspect. ” The shift, he says, “is being driven by a mix of regulation, consumer demand, cost efficiency, and brand storytelling, and can be seen across all beauty categories.” Refillable packaging, he says, “is no longer just a sustainability differentiator—it is becoming a baseline expectation, especially in premium and masstige segments.”

Nicholas Bakic cites the company’s sustainable Loop compact, which he says, “fulfills all current European eco regulations, as the entire compact is made of mono-material.” The compact was designed as a refill-option and was already certified by an independent packaging association.  In addition, the entire compact is Made in Germany in Bakic’s own production site near Frankfurt, which he says, “results in quick and reliable transportation paths and a reduced overall CO2 footprint.”

What makes this refillable compact stand out?

According to Nicholas Bakic, “Many consumers believe choosing  the sustainable option means having to compromise on a premium appeal. Our Loop compact redefines what sustainable beauty packaging can look and feel like.” Rather than signaling “eco” through compromise, “it delivers a distinctly elevated, luxury-inspired experience that consumers would proudly display, carry, and reuse. What makes it stand out is the balance between timeless premium aesthetics and intelligent sustainability.”

At the newly merged COSMOGEN&ASQUAN GROUP (Cosmogen acquired Asquan this past May), Maud Lelièvre, Marketing &Communication Manager, also sees refillable packaging entering a new phase in beauty. Historically concentrated in liquid skincare and fragrance, she explains that refill systems are now expanding into more technical formats including anhydrous sticks, hybrid formulas, and waterless powders. This evolution, says Lelièvre, “reflects both the growth of waterless beauty and rising expectations for packaging designed to combine sustainability, protection and premium user experience.”

According to Lelièvre, at COSMOGEN&ASQUAN GROUP, refillability is approached as a complete packaging system integrating formula compatibility, dispensing precision, durability and consumer usability.  “Adoption is accelerating across the market,” says Lelièvre. “Consumers increasingly perceive refillable packaging as a more premium and durable beauty solution, provided the gesture remains intuitive and convenient. Brands and retailers are also driving this transition as refill solutions support sustainability commitments while reinforcing product differentiation and consumer loyalty.”

“Consumers increasingly perceive refillable packaging as a more premium and durable beauty solution, provided the gesture remains intuitive and convenient.“

—Maud Lelièvre, Marketing & Communication Manager, COSMOGEN&ASQUAN GROUP

Lelièvre tells Beauty Packaging that refill-ready developments are now expanding across multiple beauty categories including  skincare, complexion, lip care and waterless formulas. COSMOGEN&ASQUAN GROUP develops refillable solutions across tubes, bottles with removable applicators and replaceable inner packs, powder dispensing systems, and refillable stick platforms. 

Alongside the Powder Drop Jar, Powder Pack represents one of the Group’s latest innovations in waterless beauty packaging. Lelièvre says this first patented watertight powder packaging is designed for rehydratable formulas; it combines airtight protection with a push-button dispensing system “delivering a clean, controlled single dose.” Integrating paper-based refills, Powder Pack “preserves portability, formula integrity and dispensing precision while supporting more sustainable beauty routines.”

A Growing Acceptance

Is consumer acceptance growing?  Brand acceptance? Retail acceptance? 

SPC’s Kachook says, “Refills might still feel new to brand managers, but with more options across brands, consumers are increasingly familiar with the offering.” She points to a recent survey of 2,251 women that found the majority (59%) had purchased at least one refillable beauty product in the past 12 months. These women had experience with and were open to various types of refillable packaging—44% preferred refills that can be poured into reusable containers, like lotions and fragrances, while 38% preferred refills that are inserted into the original packaging, like compact replacements. 

According to Lauder’s Moharita all three areas are advancing. As  far as consumer acceptance, he says, “Yes, more consumers are adopting refillable formats, motivated by sustainability, cost savings, and convenience. Education on how to refill, and ease-of-use, remain important factors for broader adoption.” 

When it comes to brand acceptance, Moharita says, “Brands like Darphin are embracing refillable packaging as part of their sustainability strategy. (See more in Moharita’s column on page 24 of this issue)

And, says Moharita, “Retailers are supportive, especially as refillable formats align with their sustainability goals. Widespread adoption depends on consumer education and convenient refill systems. However, European retailers are heavily pushing and promoting refill alternatives.” 

Albéa’s Riche also sees growth in consumer acceptance, as people  become more aware of packaging waste and its environmental impact. She says, “Successful refill systems must remain simple to use while also being visually attractive. We believe refillable solutions help reduce virgin material use while also strengthening customer loyalty through repeated purchases.” Retailers, she says, also recognize their importance in building a more sustainable beauty market.

Nuon’s Dijkstra has seen that consumer acceptance continues to grow as refill systems become more intuitive and aesthetically aligned with prestige beauty expectations. Brands, he says, are also showing stronger commitment, “particularly as they balance sustainability targets with the need to maintain a high-end user experience.” Retailers, says Dijkstra, are becoming more supportive as refill concepts mature and integrate more seamlessly into merchandising and storytelling.”

Bakic agrees, saying, “Yes to all three questions, but unevenly and at different stages of maturity.” First, he says, “Consumer acceptance is growing strongly.” According to a recent study, Bakic says, ~79-82 % of consumers care about sustainable packaging and are willing to pay more. However, only ~23%  of consumers actively use refillable skincare on a regular basis. Brand acceptance, too, has grown stronger, due to various regulatory pressure, consumer demand and brand positioning, says Bakic. However, “Retail is more operationally complex due to store space, stock management, staff training, etc. Therefore, it is slightly behind brand acceptance, but it is catching up.”

Best Refillable Beauty Categories 

Which beauty categories are best served by this feature?

At Nuon, Dijkstra says skincare remains one of the categories best suited for refillable solutions, especially products tied to daily rituals such as serums, eye care, and treatment creams. “This,” he says, “is where technology-enhanced packaging can add value by supporting application performance while encouraging repeat refill purchases.”

Lelièvre, at COSMOGEN&ASQUAN GROUP, sees refill-ready developments now expanding across multiple beauty categories including skincare, complexion, lip care, and waterless formulas. The supplier develops refillable solutions across tubes, bottles with removable applicators, and replaceable inner packs.

Bakic does not think that refillable packaging works equally well across all beauty categories. He says the “best-served” categories share a few traits like high repeat usage, stable formulation and high perceived value. Examples are skincare, fragrance, haircare, body care, and makeup. 

Looking Ahead

Ease of use will continue to be critical to success.

As Lauren Ryder, Packaging Analyst, Mintel, says, “When refilling is effortless, it becomes a habit, not a chore.”

SPC’s Kachook says, “While sustainable packaging remains important to consumers in practice, it hasn’t worked out the way brands or consumers have hoped. Pumps, caps, tiny formats, and multi-material packs still end up in the trash. It’s why the SPC has identified Beauty as a key focus for reuse strategies. 

“To  achieve meaningful sustainable gains, the industry needs to shift its attention to refillable packaging. From perfumes to shampoos, refillable packaging offers a way to cut waste, deepen consumer engagement, and reimagine how beauty products are delivered.”