Beauty brands have spent the past five years betting big on refillable products, but is the movement actually changing consumer buying habits
From giants like L'Oréal Groupe, to smaller companies such as Wild and Neal's Yard Remedies, beauty businesses have been investing heavily in refill systems as they race to cut packaging waste and appeal to increasingly sustainability-conscious consumers.
L'Oréal Groupe alone has increased its refillable beauty offering 3.7-fold between 2019 and 2025, while the latest iteration of its #JoinTheRefillMovement campaign now spans 18 brands across all four of its divisions – Luxe, Consumer, Professional and Dermatological.
But while refill options are multiplying across prestige and mass beauty alike, one question remains: are shoppers actually changing the way they buy beauty?
Beauty brands have been ramping up their positioning in this space in the hopes of changing habits.
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