Refillable Packaging Trends

Jamie Matusow: What trends are you seeing with refillable packaging in the Beauty world?

Laszlo Moharita: 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. This trend is mainly driven by environmental concerns, regulatory changes, and the desire for differentiation in a crowded market. 

JM: Is consumer acceptance growing? Brand acceptance? Retail acceptance?

LM: Consumer acceptance: 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.

Brand acceptance: Brands like Darphin are embracing refillable packaging as part of their sustainability strategy. The Stimulskin Plus line features refillable glass jars and bottles in a self-standing metal cage, reflecting both luxury and environmental responsibility.

Retail acceptance: 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.

JM: Which beauty categories are best served by refills?

LM: Refillable packaging is particularly effective in skincare (creams, serums), fragrance, and select makeup categories. 

JM: Please describe a recent refillable pack you produced.

LM: The Darphin Stimulskin Plus refillable packaging features a  glass jar and serum bottle encased in a gold zamak cage. Both packages use an innovative design system for easy replacement multiple times. The glass jar contains up to 30% post-consumer recycled content, and the zamak cage is designed for durability and reusability. Extensive testing ensured ease of use and a flawless finish. 

JM: What was the direction behind Darphin’s pack?

LM: Darphin’s creative direction emphasizes that the refillable case “not only mirrors the morphological science behind Darphin, but also embodies a sustainable approach to beauty excellence,” highlighting the alignment between luxury, innovation, and environmental responsibility. 

About the Author 

Laszlo Moharita is VP, Global Package Development, Fragrance and Haircare Cluster, at The Estée Lauder Companies. He is also a member of Beauty Packaging’s Board of Advisors.