Kiehl’s Since 1851 says it has long dedicated its products to healthy-looking skin and a healthier planet. It has prioritized “responsible practices” that reduce environmental impact and encourage consumers to make sustainable choices. 

In its latest adherence to this mission, the L’Oréal-owned beauty brand says it “is committed to ensuring all of its products and packaging are reusable or recyclable by 2030.” In addition, 97% of Kiehl’s products are made in facilities that are powered by over 99% renewable energy. They are also harnessing green science with a focus on plant-based ingredients.

Recently, I connected with Maggie Kervick, Kiehl’s Global Head of Sustainability and CSR, to ask more about the brand’s mission renewal and sustainable product offerings—and what we can expect going forward.

Jamie Matusow: Why does Kiehl’s believe refillable products are expanding in acceptance and popularity?

Maggie Kervick: Kiehl’s is seeing a growing shift in how consumers think about their beauty routines with an increased focus on value. Refills are a way for loyal consumers to stock up on their favorite formulas for up to $71 less and feel less guilty because pouches use 61-81% less plastic versus re-buying multiple bottles or jars of the same formula. Refill pouches allow customers to enjoy the same formulas they love, while taking meaningful yet easy steps to make a positive environmental impact by reducing waste.

JM: How are customers responding to refillable products?

MK: Kiehl’s customers love refill pouches, especially our No.1 worldwide bestseller Ultra Facial Cream. Globally, refill pouch sales have nearly doubled in sales this year, and Ultra Facial Cream refill is now our No.1 selling product in select regions globally, while in the U.S., it has risen to No.3 (vs. No.8 in 2024).

We’ve also focused our engagement strategy on tapping into key skincare trends to integrate refills into the conversation, rather than trying to guilt customers by educating them too much on waste issues. We harness our quirky tone of voice and heritage to create uplifting and empowering content and have 100% net-positive sentiment on social.

JM: What are the benefits of refill products?

MK: In 2024, Kiehl’s refill formats allowed us to use 122 fewer tons of plastic in product production globally. To give you a sense of scale, that’s equivalent to the weight of about 1.7 million 50ml jars. Refill pouches truly are a game-changer in reducing plastic, and here is why:

• First, and perhaps most importantly, is the reduction of plastic. Our pouches use significantly less plastic—between 61% and 81% less—compared to repeatedly buying new jars or bottles of the same product.
• Secondly, they promote reusability. These pouches contain a generous amount of formula—typically two to four times the amount found in the original size. They also feature a twist cap, so they’re easy to reseal and store, which means our customers can conveniently refill their existing Kiehl’s jars and bottles, extending their lifespan considerably.
• And finally, we’ve made recycling much simpler. We know that navigating curbside recycling programs can be a bit confusing, so we’ve created a direct solution. Customers can simply bring their empty refill pouches (and other beauty packaging) back to any local Kiehl’s store, and as a thank you for their sustainable choice, they’ll be rewarded with loyalty points. It’s a win-win!

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