As more businesses introduce refillable beauty and personal care products into their ranges, a study by the French beauty industry association FEBEA sheds light on what consumers really want from these sustainable product alternatives.
To mark World Refill Day, FEBEA published a consumer study surveying 2,251 women, revealing a growing interest in refillable beauty products. According to the findings, 59% of respondents had purchased at least one refill in the past 12 months.
The study, conducted by SENSEVA for FEBEA and partially funded by sustainable packaging non-profit Citeo, aimed to better understand consumer expectations and the challenges they face when using refillable formats.
While the concept is gaining traction, design and usability issues remain. “This model is a solution for the future to reduce the volume of packaging placed on the market and thus combine beauty and sustainability, in line with the commitment of the French cosmetics industry,” FEBEA stated in a LinkedIn post.
The typical refill buyer profile is a woman aged 19–44, with a high income, living in a household of three or more, and a frequent purchaser of cosmetics.
Why do consumers choose refills?
According to the research, motivations for buying refills varied:
- 70% cited reducing environmental impact
- 64% were motivated by cost savings
- 39% found refills more convenient
Meanwhile, in terms of format preferences, the research showed that:
- 44% preferred smaller, capped refills that can be poured into reusable containers
- 38% favoured refills that are inserted into the original packaging
- 63% of respondents said a price difference between refillable and non-refillable products would encourage them to buy more refills. For this most consumers expected savings of between 10% to 20% on the price.
Barriers to adoption still remain for beauty refills
Despite growing interest from cosmetics shoppers, several obstacles appeared to be hindering wider adoption:
- 44% cited lack of in-store availability
- 32% mentioned lack of awareness
- 19% found the refilling process too complex
- 14% had health and safety concerns when refilling products
Another clear challenge is the lack of innovation in certain categories too, such as oral care and colour cosmetics.
According to the study, to drive adoption, brands must offer a variety of refill formats. The ideal refill size is two to four times the original product’s capacity, though travel sizes are also appreciated. Visibility in-store and targeted advertising are essential to raise awareness.
Brands leading the refill movement
Some brands are already paving the way. For example, the Dutch wellness brand Rituals Cosmetics and Italian haircare brand Davines have offered both refillable options across a variety of categories for years.
This week, the world’s biggest beauty company L’Oréal Group has launched its first global, multi-brand campaign: #JoinTheRefillMovement. Supported by retailers and a major social media push, the campaign includes iconic brands such as: Lancôme; Armani Beauty; Yves Saint Laurent Beauty; Kiehl’s; Mugler; Maison Margiela Fragrances; Prada Beauty; Valentino Beauty; L’Oréal Paris; Kérastase; L’Oréal Professionnel; and La Roche-Posay.
L’Oréal echoed FEBEA’s findings, noting that while 78% of consumers express interest in sustainable products, many remain unaware of refillable options and their environmental benefits.
The new refill campaign highlights the environmental savings of refills. For example, purchasing a 100ml refill of La Vie Est Belle Elixir instead of two 50ml bottles saves 73% glass, 66% plastic, and 61% cardboard.
“As the global beauty leader, we have an opportunity and a responsibility to create more circular solutions and set a new industry standard,” said Ezgi Barcenas, chief corporate responsibility officer at L’Oréal. “Achieving this vision at scale demands more than innovation, it requires intention and action.”