Best practices
Refillable beauty packaging statistics and trends
The global refillable packaging market will be worth USD 47.49 billion in 2025, rising to USD 62.60 billion by 2030 at a 5.7 % CAGR.
61 % of shoppers say sustainability, including packaging, influences purchase decisions, and 79 % are more likely to buy when a product is clearly labelled refillable.
The refillable deodorants market will grow from USD 206.79 million in 2025 to USD 305.60 million by 2032.
The beauty industry produces ≈ 120 billion packaging units every year, and 95 % are discarded after one use.
EU Regulation (EU) 2025/40 requires all packaging to be reusable or recyclable by 2030 and sets a 5 % per‑capita packaging‑waste reduction target for 2030, accelerating refill adoption.
1. The scale of the packaging problem
The beauty sector’s waste footprint is huge: up to 120 billion pieces of packaging are produced annually, much of it small, complex and hard to recycle. Research for the British Beauty Council shows 95 % of cosmetic packaging ends up as waste British Beauty Council. This backdrop explains the regulatory and consumer push towards refill‑and‑reuse models.
2. Market outlook for refillable packaging
Grand View Research values the global refillable packaging market at USD 47.49 billion in 2025, projecting USD 62.60 billion by 2030 with a 5.7 % CAGR Grand View Research. Asia–Pacific already accounts for 46.2 % of revenue and is the fastest‑growing region at 6 % a year.
Beauty‑specific signals
Refillable deodorants: USD 206.79 million in 2025, heading for USD 305.6 million by 2032 (Fortune Business Insights).
Prestige refillables: UK sales grew 47 % in the first seven months of 2022 to £34 million (Circana).
3. What do consumers want?
Consumer preferences are evolving rapidly. As awareness of environmental issues grows, shoppers are demanding more from brands, not just in terms of product performance, but also in how those products are packaged and delivered.
61 % of global shoppers say environmental sustainability influences what they buy, especially in beauty categories (NielsenIQ).
82 % would pay more for sustainable packaging, and 79 % are more likely to purchase when a product carries a refillable claim (Trivium Packaging).
In France, a FEBEA/Senseva 2025 survey of 2,251 women found:
Motivation or barrier | Result |
Bought at least one beauty refill (past 12 months) | 59 % |
Top motivations | 70 % lower environmental impact, 64 % cost savings, 39 % convenience |
Key barriers | 44 % limited availability, 32 % lack of awareness, 19 % process complexity, 14 % hygiene concerns |
Explore our full guide on Beauty Sustainability Trends 2025 for deeper insights and practical takeaways.
4. Brand case studies
Many leading beauty companies have already embraced refill systems, showcasing a wide range of solutions that combine convenience, cost savings, and reduced environmental impact.
Sephora
70 + refill‑friendly brands in store, up from 45 a year earlier.
Beauty (Re)Purposed bins have collected 10,860 lb of hard‑to‑recycle material, equal to ≈ 217,000 lipstick tubes, Glossy.
The Body Shop
800 refill stations worldwide.
Prevented > 500,000 plastic bottles in 2022 alone PR Newswire.
Kiehl’s
Refillable pouches use ≈ 80 % less plastic than standard bottles Beauty Packaging.
Lancôme
Choosing a 100 ml refill of La Vie Est Belle Élixir saves 73 % glass, 66 % plastic, 61 % cardboard compared with two 50 ml bottles Packaging Insights.
Dove (Unilever)
The stainless‑steel refillable deodorant system uses 54 % less plastic per stick Unilever.
Dove’s wider packaging programme will cut > 20,500 t of virgin plastic per year Unilever Press.
Garnier
Ultimate Blends shampoo refill pouches use 71 % less plastic than a 360 ml bottle Garnier.
5. Regulation and extended producer responsibility
Policymakers are raising the bar for packaging standards, especially in the EU. New laws are pushing companies toward circular design principles and making them financially responsible for packaging waste.
The EU Packaging and Packaging Waste Regulation (PPWR), Regulation (EU) 2025/40, entered into force on 11 February 2025. Key points:
All packaging must be designed for reuse or high‑quality recycling by 2030 (ESG Today).
5 % packaging‑waste reduction per capita by 2030 (Pallite Group).
Mandatory Extended Producer Responsibility (EPR) fees make brands financially responsible for the end‑of‑life of their packs.
6. Corporate commitments
Tools like Devera, which allow brands to simulate and verify the impact of different packaging formats, are becoming essential in tracking compliance and achieving these ambitious targets.
To align with consumer expectations and avoid regulatory penalties, major beauty and personal care companies have announced ambitious packaging targets for 2025 and beyond.
Company | 2025 packaging target |
L’Oréal | 100 % of plastic packaging will be refillable, reusable, recyclable or compostable, 50 % recycled or bio‑sourced plastic L’Oréal |
Henkel | 100 % of packaging will be recyclable or reusable, 50 % reduction in fossil‑based virgin plastic Henkel |
Unilever | Halve virgin‑plastic use and scale reuse formats across brands by 2025 Unilever |
L’Oréal’s internal LCAs show that switching to refills can cut packaging-related CO₂ by over 60 % per product cycle.
7. Outlook
The momentum behind refillable packaging is clear. As sustainability becomes a business imperative, refill-and-reuse systems are emerging as a scalable and effective solution for reducing waste and emissions.
By 2034, the refillable packaging market is expected to reach USD 64 billion globally, led by Asia–Pacific. Medium-term forecasts suggest 8.5 % CAGR for refillable skincare through 2032.
Refillable packaging is no longer a niche option, it is becoming a compliance requirement and consumer expectation.
FAQs about refillable beauty packaging
Which product categories adapt best to refills?
Skincare lotions and toners, deodorants, fragrances, shampoos and concentrated hair treatments are proving easiest thanks to modular designs.
Is refillable packaging always cheaper for brands?
Start‑up tooling can be higher, but long‑term material savings and repeat‑purchase loyalty generally offset the investment.
How much can refills cut emissions?
Life‑cycle studies show well‑designed refills reduce packaging‑related CO₂ by 60 % or more compared with single‑use formats.
Are hygiene worries justified?
Closed dispensing systems, tamper‑evident seals and in‑store sanitisation protocols mitigate hygiene risks.
How do I verify EU compliance?
Use an LCA and compliance tool such as Devera to model impact scenarios and check alignment with PPWR and EPR rules.
