The refillable packaging market is increasingly transforming the consumer goods industry by offering sustainable alternatives to single-use packaging. While Beauty continues to progress in offering these reusables, the efforts seem most successful with luxe brands where product/brand loyalty is key, particularly in skincare and fragrance. 

In the last few years, we have seen not only high-end favorite fragrances in refillable packaging, but also launches of many personal care and cosmetic products, from premium to mass—and nearly every supplier offers a variety of options.

Still, while consumers call for more sustainable packaging, and production is up, habits can be difficult to change. There are many obstacles to conquer before mass usage and approval, including refill pricing, stocking, and disassembly/re-assembly.

A Growing Solution

According to market intelligence firm Smithers, cosmetics & personal care has become one of the most promising segments for refillable packaging, helping to cut the sector’s dependence on single-use plastics.

Smither’s data, shared exclusively with Beauty Packaging, shows that the drive to use more reusable and refillable cosmetics and personal care packaging directly aligns with corporate sustainability and governmental goals, considering that many companies in the industry have made commitments to make packaging reusable, refillable, recyclable, or compostable. It can also provide an advantage for smaller brands selling via e-commerce.

John Nelson, an award-winning editor and journalist working in the market reports & consultancy business of Smithers, says that while data shows that Japan is a mature market for refillable packs (worth $237 million in 2024), other regions offer more potential for growth. Excluding Japan, the market was worth just $14 million in 2019, but is anticipated to climb to $152 million in 2024, with future growth forecasted at close to 20% year-on-year for the rest of the decade.

In recent years, there has been some growth with in-store refill stations, but these have limited potential in an e-commerce market. Instead, says Nelson, “The most promising area of growth is in designing refills identical in size to the original product that can be fitted into the same product base unit.” Major brand owners have worked with suppliers to develop such concepts, especially in premium skincare lines. 

Color cosmetics remain more difficult to address as far as reusable and refillable packaging, but many compact and lipstick packaging suppliers have also made great strides in this sector.  

Follow the Leaders 

According to market research firm Towards Packaging, with major corporations such as PepsiCo, Amcor, and Procter & Gamble investing in refillable packaging solutions, the industry is set for significant growth across categories—tens of billions of dollars, and growing stronger.

Looking specifically at Personal Care and Cosmetics, Towards Packaging found that some brands are shifting to refillable makeup, shampoos, and skincare products. Brands like L’Oréal, The Body Shop, and Fenty Beauty are also moving ahead with refillable packaging innovations. For example, L’Occitane’s refill pouches reduce plastic use by 80%. Kjaer Weis refillable makeup, whose refills have been available for years, allows customers to replace makeup pans instead of buying new containers. Dove’s Stainless Steel Refillable Deodorant is described as “a durable, eco-friendly alternative.”

For the latest insight—and advances—on beauty refillables, we reached out to leading cosmetic industry packaging suppliers and brands. Here’s what we learned.

Trends in Refillable Packaging

We found that suppliers’ feelings about refillables range from optimistic to skeptical, with positive case studies and advice for future breakthroughs. Some of the musts for success, they say, are “absolute ease of loading refills, specifying environmental benefits, a simple removal/insertion gesture, and easy ordering and shipping.” They agree that young brands, that have grown up in an eco-conscious environment, may be more in line with the importance of refillables. At the same time, high-end skincare and fragrance brands have also become “confident players” in the sector.

At Berlin Packaging, Celeste Osborne, Senior Manager, Content Strategy, notes a few trends that are impacting refillable packaging. She says, “Advances in durable materials are enabling more efficient reuse cycles, especially in challenging environments. Smart technology—like IoT-enabled tracking systems—are improving supply chain efficiency for reusable containers by monitoring return rates and optimizing logistics.” Osborne explains that this also allows for brands to gain invaluable consumer insights, creating product and packaging systems that better resonate with their consumer base. And closed-loop systems, where containers are collected, cleaned, refilled, and reused, are likely to become commonplace. 

Walter Dwyer, CEO, Cosmopak, sees “a continued push toward eco-forward refillable formats that balance sustainability with elevated user experience.” He explains, “The focus has shifted from purely eco-driven innovation to creating refill systems that feel premium and intuitive for the consumer.” There’s also a rise in modular designs, magnetic closures, and click-in mechanisms that help maintain luxury appeal while reducing waste. Many brands are also exploring refillables with mono-material or glass components to support recyclability alongside reuse.

“We’ve been pushing the eco-forward narrative for several years—and refillables are a natural extension of that commitment,” says Dwyer. “Development timelines for true refillable systems often span 12 to 48 months, and while we can’t disclose specific projects due to client confidentiality, we have several currently in the works that will be commercialized in the coming months. In our experience, refillables are clearly gaining momentum based on our product development calendar and client inquiries,” says Dwyer. 

Boris Schaefer, VP Sales TNT Group USA, agrees that the category is growing. He says, “We are seeing refillable packaging as a significant trend in the beauty industry, driven by growing consumer demand for sustainability and waste reduction, the convenience of travel-friendly formats, the appeal of reusable and attractive designs, as well as affordable formats and the possibility of change.” 

Schaefer says consumer acceptance of refillables is strong in TNT’s makeup (refillable lipstick–Sisley), skincare (Westman Atelier), and fragrance categories (including Balmain Beauty Paris). Most are made from aluminum, a sustainable material, with glass refills.

TNT recently collaborated with Balmain Beauty (a joint venture between Estée Lauder and the French fashion house) to launch a refillable travel spray showcasing the brand’s striated design inspired by the signature rayure Balmain. The travel spray features a recyclable aluminum body and cap to keep with Balmain Beauty’s sustainability commitments, and is complemented with a zamac collar. The Balmain Beauty refillable travel spray is available in gold and black finishes, “exuding timeless elegance.” 

Teresa Mastrocinque, VP Global Marketing, Balmain Beauty, comments, “Our Balmain Beauty refillable travel spray echoes the simplicity and timelessness of our fragrance bottle, which draws inspiration from Balmain’s first flacon created in 1946.” She adds, “Refillables are intrinsic to our sustainability packaging ambitions, driven by a will to champion craftsmanship and adopt an eco-conscious mindset first.”

Mastrocinque continues, “TNT Group thoughtfully addressed Balmain’s requirements for a seamless insertion of the glass vial during the industrialization process, ensuring efficient and high-quality production. Replacing the glass cartridges is thus remarkably simple thanks to an intuitive screw system we designed for the brand.”

Becoming Mainstream

Loretta Riché, Skincare Marketing Manager, Albéa Cosmetics & Fragrance, says that the use of refillable packaging is becoming mainstream among beauty consumers. She explains, “It allows them to use their favorite products while reducing waste and plastic use.” At Albéa Cosmetics & Fragrance, Riché says the objective was to support this new way of consuming beauty products by offering innovative and efficient packaging. 

“Skincare is a must-have refillable category, especially for jar packaging,” says Riché, as the removable inner cup is a simple yet effective system to replace the used product with a new one. Albéa’s Twirl system is designed for any size jar. The Twirl family was built with this idea of adaptability to serve all needs, thanks to three sizes and an intuitive tab.

Stephanie Rowntree, International Product Manager, HCP Packaging, tells Beauty Packaging, “We’re seeing a shift into ‘Refill 2.0’—where refillability supports both sustainability goals and evolving retail models, such as subscriptions and curated color collections.” This is particularly strong in premium lipsticks and skincare. She adds, “A new frontier is refillable mascaras—a technically complex category, but one that’s now seeing exciting innovation.” 

Waste Versus Cost-Efficiency

Depending on the individual consumer, refillables can sway them one way or another as far as making a more sustainable choice. In general, refillables can cost more, and may not be a product they’re sure about using again and again.

Victor Ljungberg, CEO & Co-Founder at Meadow, says, “Packaging waste in the beauty industry has been a longstanding problem, with a huge overreliance on non-linear packaging.” He says that according to The British Beauty Council, just 14% of packaging waste in the beauty sector is sent to recycling centers, with only 9% of that actually being recycled.

In order to meet sustainability compliance, and also appeal to a consumer base that’s increasingly seeking out more sustainable packaging options, brands are implementing refill systems. However, says Ljungberg, with many refill systems across the beauty and personal care industry being messy, or inconvenient to use, brands are now exploring consumer-friendly options—systems that can offer consumers both sustainability and premium user experience, while still being cost-efficient to brands.” 

Strategy Can be Complicated

Pumtech is a supplier that develops innovative types of refillable packaging. However, Daniel Cha, Vice President, Pumtech, says he does not see “a marked enthusiasm for refillable packaging among its customers.” He describes it as “a complicated situation.”

“Everybody talks about a refillable product, but it’s not really popular in the market,” explains Cha. “It seems that there are two problems. One is that consumers are not likely to want a refillable product, which raises the question: Why don’t consumers enjoy the refillable product? Maybe it’s too much work or too complicated for refilling or recharging?”

Another reason, he says, is that pricing strategy is not easy. “The question is whether the price of the refillable product gives consumers any benefit or advantage in buying it. Is there enough difference between a refillable and non-refillable product for consumers to choose?”

Consumer, Brand & Retail Acceptance

What else are suppliers hearing about the acceptance of refillables by consumers, brands, and retailers? Is interest growing? Are they getting more orders? It’s a process…

At Cosmopak, Dwyer says, yes, they’re seeing growing interest across all three areas, but at different paces. Consumers, especially in Europe, are more accustomed to circular systems, and actively seek out refill options. France, in particular, is leading the charge on recyclability and circularity, pushing innovation forward “in meaningful ways.”

He explains, “In the U.S., where many of our clients are based, refillable adoption is progressing—but more slowly. Consumer awareness and infrastructure still lag, especially in the mass market. At this stage, U.S. consumers are not broadly invested in refillable formats.” However, Dwyer anticipates steady growth over the next five years, particularly as luxury and clean beauty brands continue to “lead by example.” 

He says, “Brands view refillables as an opportunity to align with ESG goals and differentiate in a crowded marketplace, while retailers are beginning to accommodate these formats with dedicated space and merchandising strategies.”

Berlin also says they have seen acceptance from consumers, brands, and retailers. According to Osborne, consumer behaviors have shifted dramatically. She points to NielsenIQ, which reports that nearly half of consumers use reusable products weekly, reflecting a growing acceptance of refill systems.

As consumer demand for sustainability grows, Osborne says that brands are becoming more interested in refill systems. “Refill systems foster long-term brand loyalty by offering convenience and aligning with consumer values. When implemented effectively, they can significantly enhance customer engagement and repeat purchases. Refills can also provide cost savings for brands through lower material and shipping costs. 

Global regulatory pressures—like the EU’s Packaging and Packaging Waste Regulation (PPWR), which mandates reuse targets for certain product categories—“are also driving brands to use refillable packaging; and retail requirements, too,” says Osborne.

At Cosmogen, Maud Lelièvre, Marketing & Communication Director, tells Beauty Packaging, “We are indeed seeing increasing demand for refill tubes compatible with our reusable applicators. This is why we created the patented Tense tube, among other solutions, featuring a removable and reusable applicator, which is the high added-value element of the packaging.” The brands By Terry, Horace, and Seasonly are examples of this. 

This confirms positive consumer reception for rechargeable cosmetic products, says Lelièvre, “and we’ve observed that this trend has grown with online sales.” She explains that refills appear to be better suited for online retail, as their storage is simpler compared to on-shelf placement, where they occupy space without necessarily adding new perceived value. In addition, the fact that consumers are repurchasing refills for previously launched products indicates their appreciation. These products also promote brand loyalty and their commitment to sustainable development,” says Lelièvre.

TNT’s Schaefer also has seen growth in acceptance, saying, “Convenience, affordability, trialability, personalization, sustainability, and gifting appeal are factors aligning with evolving consumer needs and preferences.”

From a consumer acceptance standpoint, Schaefer says the fragrance landscape is defined by a desire for ease and accessibility, along with a demand for value for the money (except niche brands). He explains, “Shoppers want to explore new scents through trial opportunities. They also expect personalized options and a commitment to sustainability from their chosen brands. Finally, fragrances continue to be popular gifts, so consumers look for options that are both thoughtful and beautifully presented.”

A Preference for Eco

Meadow’s Ljungberg refers to data from Statista, which revealed that there is massive consumer demand for sustainable packaging, finding that eight out of 10 consumers in the UK reported a preference for environmentally friendly packaging materials. “We have been testing our product with UK families for the past three years. Consumer testing conducted with B12 Strategies in the UK found that the Meadow system not only meets sustainability expectations, but that it delivers an experience consumers enjoy.”

Additionally, Ljungberg says brands are having to adapt their packaging to meet increasingly strict environmental regulations, such as the Extended Producer Responsibility for packaging in the UK. 

For these reasons, he says, there has been an industry-wide shift to navigate both changing consumer demands and new brand compliance needs.” Ljungberg stresses that Meadow meets consumer expectations and environmental obligations with an emphasis on limited raw material dependence and an awareness of the recyclability of aluminum.” (Ljungberg says nearly 75% of all aluminum ever produced is still in use today.)

Pumtech’s Cha reiterates that acceptance depends on whether a brand provides a convincing benefit or advantage. He says, “The refillable packaging in the market is convincing enough as “eco-friendly” from the view of aligned consumers, but some refillable packaging seems to have the same or more components to have a refillable function.

“It seems,” says Cha, “that recyclability lacks a reason to believe.”

While this may be true with some mass market brands, many premium brands, with perhaps greater loyalty—do seem to believe in the sustainability aspects of refillables, says Cha.

According to Cha, “Luxury brands that have high brand loyalty are moving forward to a refillable pack—especially skin-care products that are less affected by trend changes.”

He says the outer case “seems to have become more appealing for consumers to proudly buy and decorate their cosmetic counter at home with a collection of beauty items.”

Above all, emphasizes Cha, “The refill gesture must be simple—and effortless—so it does not require disassembling a few components to assemble the refill unit.”

At Verescence North America, Michel Levisse, VP Sales, New Product Development & Marketing, says they are seeing strong momentum across the entire value chain with increasing consumer demand for more sustainable packaging solutions. He says, “All of our customers have integrated eco-design as a core pillar of their CSR strategies, and refillability is a major focus. Today, 90% of the new bottles developed by Verescence feature a screw-neck design that facilitates both refillability and separability, supporting circular economy principles.”

Refillable packaging is becoming more popular in all beauty categories, says Levisse. In perfume, with screw-neck bottles and lightweight glass formats that serve as refills for the main bottle; in skincare, with refillable glass jars; and more recently in makeup, with refillable foundation bottles. 

Verescence recently collaborated with L’Oréal on Armani Beauty’s first refillable foundation, the Crema Nera Dual Essence Foundation. The sleek, sustainable glass bottle is made with 20% post-consumer recycled glass. Its striking design features a gradient black lacquer finish, complemented by a white silk-screening and the precise application of an accessory on the bottle’s neck.

The glass manufacturer also supported Laboratoire SVR for the repackaging of their Biotic skincare line using the premium version of the refillable Twirl jar, a co-development with Albéa. The glass base, produced by Verescence, contains 20% post-consumer recycled glass and features a frosted lacquer finish with three-color screen printing.”

While HCP Packaging’s Rowntree sees that legislation is playing a role in development, she says, “We’re also seeing growth due to the desirability of refills in luxury. Consumers appreciate refill not just for sustainability, but also for the creative freedom to mix and match shades or product formats. She explains that brands value features like HCP’s 100% mono-material mechanisms for their simplicity and recyclability.

Beauty Categories Best Served by Refillables

Which beauty categories are best served by reusable/refillable componentry? The usage has spread to nearly every cosmetic category, from fragrance to hair, skin to lip to eye—and it’s happened relatively quickly.

At Cosmopak, Dwyer says categories like complexion (foundation, pressed powder compacts), skincare (serums, moisturizers, creams), and fragrance are leading the way. “We’ve also seen a rise in refill interest for solid formats—like solid perfumes and lip balms—where refill systems are not only intuitive and lower waste, but also cost-effective to produce. These are areas where both form and function align beautifully with sustainability goals.”

HCP’s Rowntree says skincare, lip products, face powders, and eyeshadows all lend themselves to refills, “especially where customer loyalty and color curation are key.”

One standout is the refillable lipstick HCP developed for brand founder & makeup artist Lisa Eldridge. The Rouge Experience collection is “a project that celebrates artistry, refillability, and luxury in equal measure.”

Eldridge commented, “This is an unexpected union of next-generation recyclability and timeless beauty—and for me, this is true luxury.” 

Related: The ‘Unstoppable’ Rise of Refills

Rowntree acknowledges that the refillable pack for Lisa Eldridge was difficult to produce. She says, “The development of a 100% mono-material mechanism was a key challenge—ensuring functionality, precision, and luxury feel, without compromising on recyclability. In parallel, the exterior pack was designed to be so stunning, durable, and premium that it encourages consumers to keep it as part of their signature style—using and reusing it again and again.”

At Bormioli Luigi, Duffy says the share of bottles with screw rings is growing. Rechargeable products are available in nomadic formats, but also in XL sizes for the bathroom. Considering the expected duration of the product, she says brands are considering even more premium decorations. 

Brands are also extending the rechargeable function to skincare segments. This is the case with Chanel No.1 Revitalizing Mask jar, available in two versions.

In Bormioli’s standard offer, the REVERRE jar with a removable glass cup is “a great example of a concept offered to brands.” This concept also works for makeup as an alternative to plastic. An example is the recently launched Tango refillable lipstick in glass and wood in Bormioli Luigi’s makeup collection.

As Meadow is a packaging technology provider rather than a manufacturer, they license their pre-fill system to brands, enabling them to adopt and scale their solution within their own operations. Through Meadow’s global network of licensed partners, contract manufacturers are authorized to fill products using Meadow KAPSUL™ technology, while approved dispenser suppliers can produce fully customizable dispensers—adaptable in shape, color, material, and branding—to suit each brand’s market and target audience.”

Ljungberg says they expect adoption of their KAPSUL™ packaging across a wide range of categories—”markets like skincare and hair care, where refills would have previously felt alien, are now adopting a new approach to packaging. The Meadow KAPSUL™ can be applied across sectors and products, from cleansers and moisturizers to products such as beauty items and supplements.”

When designing the solution, one aspect that took time to develop was the adaptation of the traditional aluminum can. Ljungberg explains, “We began with the clear aim of transforming it into an adaptable prefill container, and to do so, we worked with DRT Holdings—the largest global supplier of easy-open end system parts—to create a replacement for the traditional beverage can end. The result was a can end with enhanced versatility, but the original optimal characteristics of the established, customary aluminum can.” 

Pouches for Cost & Convenience

Refill systems have also become popular within hair care and skincare, where liquid refill pouches can make an impact. Berlin Packaging helped Babo Botanicals launch their first eco-friendly refill pouch. The 32-oz flexible pouch is made with 30% post-consumer recycled plastic, and uses 80% less plastic than two of the brand’s 16-oz bottles. Berlin’s Moira Stein, Insights and Strategy, says, “Our in-house LCA determined that the pouch packaging reduces carbon footprint by 63% compared to the existing bottle.” The refill pouch also lowers costs and adds lightweight convenience.

Berlin’s design team created Amika’s “forever friend” reusable and refillable shampoo and conditioner bottles. The custom-designed bottle utilizes a fun, flower shape inspired by the brand’s iconic floral prints. The compact size easily fits on the shower shelf, and a simple embossed logo maintains a minimalist aesthetic that meshes with any bathroom décor.

The eco-friendly bottles are made with impact-resistant, BPA-free, and EA-free Eastman Tritan™ plastic. According to an independent lifecycle assessment, using these refillable bottles for one year reduces the packaging’s carbon footprint by 69% as compared to using two of the brand’s PCR plastic bottles.

Chelsea Riggs, Amika’s CEO, says, “Amika is on a mission to be a friend to hair, hairstylists, the planet, and our communities. This promise guides our daily decisions, and we are committed to progressing the beauty industry to have a positive impact on people and the planet.”

Albéa Cosmetics & Fragrance contributed to the launch of Clarins’s first refillable jar, by producing the cap and the inner cup of the Extra-Firming Cream [COLLAGEN] Technology. 

Manufactured at Albéa Simandre in France, the cap is made from recycled PET and metallized with a pearlescent finish, while the inner cup is made from tinted virgin PP. 

Clarins commented, “Each refill is not just a choice, it’s a significant step toward sustainable development.”

According to Albéa’s Riché, the new eco-designed packaging required over two years of research and development. She says, refilling a cream twice helps reduce the environmental footprint by 84%* (*based on a comparison between 3 full Extra-Firming jars and 1 full jar refilled twice; calculated from a life-cycle analysis).  

Consumer Experiences Play a Role

In the context of all-out eco-design, packaging players are innovating both on “truly promising” solutions and those capable of creating an experience with the consumer. Rechargeable packaging is one of them, particularly in the perfume sector. 

 For its part, Bormioli Luigi says it supports major brands in their shift toward rechargeable solutions. “Then,” says Jennifer Duffy Vice President, “it is up to them to engage consumers and facilitate the purchase of refills or refilling at points of sale. Young brands, on the other hand, were born with eco-design, from the ingredient to the packaging, a trend that we find now in every new launch, even from the most consolidated brands.” 

At Cosmogen, Lelièvre says the refillable trend is evident across all the categories they serve, including high-growth areas such as haircare and body care. She says, “This has led us to develop patented ‘Maxi Squeeze’n Refills’ for our packaging with hair and scalp or body applicators.”

When it comes to refillable sticks, Cosmogen launched their patented Stick ReUse, a mono-material packaging with a refill system for anhydrous formulas. Sun care brands are receptive to this, says Lelièvre. “This year, we chose to premiumize it with an aluminum casing to adapt the packaging for high-end rechargeable stick skincare.”

In an eco-conscious approach, the brand Seasonly decided to source packaging with a reusable tip, Cosmogen’s patented Tense Tube, to reduce waste and facilitate recyclability. Lelièvre says the metal tip of the Eye Serum, inspired by cryotherapy, is specifically designed to massage the eye contour area.

Overall, says Albéa’s Riché, consumers are looking for more responsible beauty packaging. For example, she says, between 2022 and 2024, the total sales value of responsible beauty in French pharmacies grew by 88% (from 17M€ to 32M€ (source: openhealth). 

Meeting the Challenges

“In general,” according to Cosmopak’s Dwyer, “refillable designs require maintaining aesthetic appeal and functionality while reducing component count and ensuring ease of use.” He says challenges often include compatibility with existing filling lines, integrating sustainable materials without sacrificing performance, and building locking or closing mechanisms that feel high-quality yet simple. “It takes close collaboration across design, engineering, and manufacturing teams to deliver a refillable that meets both brand and consumer expectations.”

All Cosmopak items are made to order and 100% customizable (size, shape, deco, etc.), and Dwyer says options are endless.

The Future of Refillables

Despite its benefits, the refillable packaging industry faces numerous challenges. Among them, according to research agency, Towards Packaging, are: high initial costs (companies must invest in new infrastructure, leading to higher upfront expenses); consumer convenience (many consumers still prefer single-use packaging due to ease); logistics/supply chain issues (such as efficiently managing refill stations); the role of technology in refillable packaging (including smart packaging solutions, RFID tags and QR codes); customer incentives for refilling; enhanced recycling processes; subscription models; and more.

As sustainability becomes a global priority, refillable packaging will continue to grow. Future trends include more biodegradable and compostable refill options, such as innovations in bioplastics and paper-based refills; increased retail refill stations; and advancements in closed-loop packaging systems.

Overall, says Towards Packaging, “The refillable packaging market represents a significant shift toward sustainability, waste reduction, and environmental responsibility. With increasing consumer awareness, government regulations, and corporate commitments, the industry is poised for substantial growth over the next decade. Companies that adapt to refillable packaging trends will not only contribute to a greener future, but also enhance brand loyalty and long-term profitability.”

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