In 2020, Mintel’s global packaging team said that it believed the rise of refills in beauty and personal care was unstoppable.

Between 2017 and 2023, refill offerings in such markets as Germany, the UK, the U.S., and France increased by as much as 279%. Introductions of refill options have been driven as much by brands seeking a next level of overt, marketable environmental attributes beyond the use of recycled content and mono-material structures, as they have by consumers seeking a better value proposition over time, despite an often higher initial cost. In fact, 45% of U.S. consumers say it’s worth paying more for high-quality BPC products, while 47% say they try to act in a way that is not harmful to the environment.

This behavior aligns with Mintel’s Quiet Luxury trend, in which consumers have become sensitive about displaying wealth and privilege, and seek subtle/understated beauty and personal care products and packaging that don’t scream ‘opulence,’ but do exude sophistication, innovation, functionality, and value.

While plastics still dominate refills by share of introductions globally, glass (plain and colored) refillable packaging has seen significant gains, particularly among prestige fragrance brands. Of note are Armani’s versatile “My Way” refill bottle, Ralph Lauren’s Polo collection, and Jean Paul Gaultier’s Scandal line of refillables.  

At the same time, prestige brands are embracing refills for perfumes and colognes, lip color, and neck care cosmetics, where the majority of refill offerings are found. Refillable unisex fragrances have also seen a huge increase during the past five years, but still represent just a 3% share of introductions.

About the Author

David Luttenberger is Global Packaging Director at Mintel.