Sustainable Packaging Innovations: Brands - Part 1 Reuse / Refill
Beauty and wellness brands are rethinking and redesigning “greener” packaging solutions with refillable formats and using renewable or upcycled materials in new and interesting ways.
This 4-part series of reports highlights all the most innovative and interesting packaging concepts launched in the last 12 months from mass to luxury brands, split into the 4R’s:
Part one, Reuse/Refill, focuses on new refillable packaging solutions in all beauty categories - from fragrance to bath and body.
Refillable Packaging
Burberry
Burberry Goddess is the brand’s first refillable fragrance. The perfume comes in three sizes: 30ml, 50ml and 100ml and includes two additional products - a shower gel and body lotion. The refill comes in a 150ml bottle.
Why it’s interesting? The first ever refillable perfume packaging from the luxury fashion house. The bottle features a modernised gold medallion emblem that celebrates the brand’s British heritage and craftsmanship.
Market: Global
Launch: July 2023
Diptyque Paris
Luxury fragrance brand Diptyque has created a line of eco-conscious candles.
Why it’s interesting? It’s the brand’s first ever refillable candle collection! Les Monde de Diptyque was created in collaboration with Italian designer Cristina Celestino who has designed the refillable glass containers. There are five fragrances: Nymphees Merveilles, La Foret Reve, Temple des Mousses, La Vallee du Temps and Terrers Blondes, and each candle comes in five different coloured jars.
Market: Global
Launch: September 2023
Chloe
The first refillable perfume that has achieved the Cradle to Cradle Products Innovation Institute certification.
Why it’s interesting? Chloe’s Rose Naturelle Intense claims to be the first ever fragrance to receive a C2C Certified Material Health Certificate at the silver level. The 100ml bottle and 150ml refill reduced up to 65% in greenhouse gas emissions, uses 67% less water, 66% less energy and 75% less in mineral resources compared to five regular 50ml bottles.
Market: Global
Launch: November 2023
Glossier
Glossier’s new deodorants comes in three scents - Glossier You, Orange Blossom Neroli and Sandstone, plus an unscented option. The deodorants are free from aluminium, baking soda, exfoliating acids and water.
Why it’s interesting? The brand has launched into personal care for the first time and the deodorants come in refillable packaging.
Market: US, Prestige
Launch: January 2023
Wild
Wild’s latest product is a refillable shower gel. The UK brand worked with industrial design studio Morrama to create an easy-to-refill pump.
Why it’s interesting? The shower gel is housed in an aluminium bottle and the pump is made from 50% post-consumer recycled (PCR) plastic pieces. The refill bottle features compostable materials, with 70% of the refill bottle made from bamboo starch, while the other 30% is made from starch derived from agriculture waste.
Market: Europe, UK
Launch: August 2023
Gezeiten
German brand Gezeiten, which means “the tide” in English is a new skincare brand that harnesses pioneering biotechnology with primal origins and works with marine biologists. The skincare line includes a five-skin reprogramming treatment that comprises a day and night face cream, a preventative and protective serum, and a stimulation and rejuvenation serum. The formulas work in harmony with the skin’s natural microbiome and incorporates the innovative Chronobiological Method, which focuses on the skin’s cellular rhythms.
Why it’s interesting? Pairing luxury design with functionality, the refillable face cream jar, which won the iF DESIGN AWARD 2023, takes the refill and second-use concept to the next level with a sophisticated packaging design.
Market: Germany
Launch: April 2023
Prada Beauty
Prada has launched a new skincare and makeup line called Prada Skin and Prada Color, with refillable packaging. The luxury line includes creams and serum as well as foundations, lipsticks, eyeshadow palettes and 10 brushes and tools.
Why it’s interesting? Blending luxury and sustainability, the keepsake packaging features an easy to slot in design.
Market: Global
Launch: August 2023
Stella By Stella McCartney
A skincare line that features refillable and recyclable packaging.
Why it’s interesting? Featuring glass jars that are refillable and topped with reusable air pumps that pull every last drop of the product out for zero product waste. Air pump uses 88% recycled materials sourced from Plastic Bank. Refill pouches feature mono-material composition and made from wood-based bioplastic.
Market: UK, Prestige
Launch: January 2023
Soft Service
Innovative reusable airless pump packaging system for hand cream product.
Why it’s interesting? Formula is contained in a foil-sealed pod, which the user assembles into a reusable airless pump casing.
Market: US
Launch: December 2022
Necessary Goods
Refillable skincare packaging, created by glass packaging firm Crozsons. The product line includes a face mist, face wash, moisturiser and micellar water.
Why it’s interesting? Offers an innovative refilling service which utilises eco-refill pouches that can be conveniently composted at home and disposed of sustainably.
Market: UK
Launch: June 2023
Lifelong Deodorant
Merging luxury with sustainability and functionality, Lifelong Deodorant is a reusable, plastic-free product, created by Adam Webb. Available in three colour options named after cities such as Stockholm, Oslo and Copenhagen.
Why it’s interesting? An alternative to single-use deodorants, the Lifelong Deodorant comes in a aluminium container that can be reused again and again via a refillable system. The containers features a crystal ball applicator that works with a powdered deodorant and water solution inside. It can be refilled, reused and is washable. It's packaged in a paper pouch.
Market: Sweden
Launch: March 2023
Freshly Cosmetics
New refill system for its products called Freshly Refill. The brand’s new cardboard packaging contains more than 75% vegetable fibers, which claims to reduce the carbon footprint by 92%,
Why it’s interesting? Enables easily replenish of the product. The refill packaging comes in a slim, 100% recyclable packaging.
Market: Spain
Launch: April 2023
Brush on Block
Mineral Powder Sunscreen comes with a brush-on format and can be refilled.
Why it’s interesting? The detachable bottom of the wand allows for easy refill with fresh powder, reducing the need for unnecessary waste.
Market: US
Launch: April 2023
La Bouche Rouge
Natural fragrances in plastic-free and refillable bottles. There are five natural fragrances in the range and the perfumes are made from 30% upcycled ingredients and 90% natural ingredients.
Why it’s interesting? Fragrances housed in glass bottles that can be replenished as needed with 100% aluminium tubes.
Market: France
Launch: March 2023
Bravo Sierra
Reimagining the aluminium beer can for beauty. A refillable body wash with an innovative beer can packaging.
Why it’s interesting? 100% infinitely recyclable packaging system. Sustainable yet playful packaging concept for everyday shower routines.
Market: US
Launch: October 2022
Maison Dakota
Natural, waterless skincare solutions made in France using upcycled ingredients, packaged in lipstick-like packaging.
Why it’s interesting? The solid skincare essential, which includes a facial skincare stick, an eye contouring stick, a lip balm and a perfume stick, comes in refillable packaging and features a different animal in the style of a totem.
Market: France
Launch: December 2022
Herbar
Herbar’s new product is Skin Pearls - an adaptogenic supplement that comes in a refillable packaging. Refill sachets are also available.
Why it’s interesting? Comes in a cream ceramic abstract heart-shaped box to store the supplements in. Elevates the traditional supplement boxes with a beautiful, keepsake design. Packaging becomes an object of desire and decoration.
Market: Germany, Indie
Launch: March 2023
Drunk Elephant
Drunk Elephant launched skincare refill pods for two of its best-selling moisturisers - Protini Polypeptide Cream and Lala Retro Whipped Cream.
Why it’s interesting? The brand is upping its sustainability initiatives with the launch of refillable pods that are designed to be easy-to-use and convenient to slot in to provide a seamless process for the consumer.
Market: Global
Launch: March 2023
Sappho
Revolutionary refillable mascara tube.
Why it’s interesting? The mascara comes in a custom-designed durable metal tube. Consumers can replace the inner portion with a single material plastic refill tube.
Market: Canada
Launch: June 2023
Cheekbone Beauty
Cheekbone has upgraded its packaging to better meet its sustainable targets with refillable packaging solutions.
Why it’s interesting? The Sustain Lipstick and Lipgloss now come in refillable packaging components. Made from natural and renewable bio-based materials. The brand claims that all of its packaging follows one or a mix of plantable, refillable, or reusable standards.
Market: Canada
Launch: April 2023
The Body Shop
Part of the brand’s “refill revolution”, The Body Shop has launched refillable lipstick packaging. The Peptalk Lipstick comes in a refillable case made from 100% recycled aluminium, and is available in 20 shades.
Why it’s interesting? The Body Shop is appealing to a younger demographic with its debut refillable makeup packaging.
Market: Global
Launch: April 2023
Elate Beauty
Elate Beauty's eco personalised cosmetic palettes are made from bamboo. Available in three sizes, it can hold up to 16 shades of pressed powders from foundation and blushers to concealers and eye colours.
Why it’s interesting? The palette is refillable and reusable, but consumers can also send the empty unit back to the brand for recycling. Elate Beauty also sells “Perfectly Imperfect” palettes at discount prices. These are products that have a slight cosmetic damage.
Market: Canada
Launch: April 2023
Cadence
The Capsule Flex system is an extension to the brand’s travel-friendly containers. It now comes in three sizes - the 56, 132 and 275 - offering a more flexible approach as users can mix and match the capsule containers before slotting them all together.
Why it’s interesting? With the aim to leave single-use plastic containers in the past, Cadence offers a magnetic system of buildable and refillable containers that can hold all your essentials - from shampoos to supplements and earrings.
Market: US
Launch: May 2023
Unifrom
A solid perfume that comes in a pocket-sized, flippable case with a distinct reflective surface.
Uniform has reinterpreted the " solid perfume which is a historical fragrance format that dates back to ancient Egypt. To the modern-day user, it’s a softer and more intimate way to perfume. The wax-based formula is applied similarly to a lip balm, where the scent is massaged onto your skin. Instead of creating a cloud of scent, solid perfume leaves subtle whiffs of scent on your wrist and neck." explains the brand
Why it’s interesting? Offers refills and a keepsake compact that can be used over and over again.
Market: Sweden
Launch: December 2022
Rollr
Patented refillable roll-on packaging design for deodorants. Refills come in recyclable paper pouches. Users simply unscrew the roller cradle, add the refill powder and water and then shake to mix before using. Users can choose from a stainless steel or gemstone ball - made from rose quartz, green aventurine or blue dumortierite. The company has completed a successful Kickstarter campaign to bring the concept to life.
Why it’s interesting? Designed to be reused, the packaging is sleek and luxurious with embossed glass and semi-precious stone rollers. Rollr is disrupting the deodorant category with a more elevated packaging look.
Market: UK
Launch: April 2023
Armani
Armani Code Eau de Toilette now comes in a refillable bottle. The cologne is available in 75ml bottles with 150ml refills.
Why it’s interesting? Fragrance packaging re-designed with a rounded shape for a sleek and timeless look to encourage user to keep the bottle to use for years.
Market: Global
Launch: April 2023
Caliray
Surfproof Setting Spray is a makeup fixing spray that is formulated with seawater minerals such as magnesium to hydrate the skin as well as prickly pear, agave and glycerin. The packaging is made from 100% PCR materials, with refillable options.
Why it’s interesting? Not many makeup brands offer makeup setting sprays in refill formats. Users can reuse the ultra-fine sprayer with the formula refills. It comes in a 100% upcycled plastic bottle and a 100% PCR paper box.
Market: US, premium
Launch: January 2023
Surfdurt
Made in California, SurfDurt, founded by Max and Nikki, offers a line of reef-safe and cruelty-free sunscreens housed in reusable bamboo containers lined with an aluminium interior lining. The products are designed to benefit the skin and the planet.
Why it’s interesting? Each of the products comes in four different packaging colours that supports a different environmental charity, including Water For People (Teal Top sunscreen), Trees For The Future (Green Top sunscreen), Players For The Planet (Pink Top sunscreen) and Coral Gardeners (The Og sunscreen).
Market: US
Launch: June 2023
Paco Rabanne
Fragrance brand Paco Rabanne offers a refillable fragrance bottle for its latest scent, Fame. The bottle design pays homage to the brand’s fashion and captures the Parisian spirit of the Rabanne women in a new era of femininity.
Why it’s interesting? Features an innovative and easy-to-use design and the refills help to reduce environmental impact by using 71% less plastic and 43% less glass.
Market: Spain
Launch: September 2022
Teaology
Italian beauty brand Teaology has opted for Lumson’s refillable jar 'Re Place' for its new Kombucha Tea Revitalizing Face Cream.
Why it’s interesting? The glass container features an inner cup system designed to be easily removable and replaceable. The plastic inner cup has been designed to allow a protection to be applied on top, and after use, it can be disposed and recycled.
Market: Italy
Launch: October 2022
Orijinal
A solution for endless reuse of nail polish bottles.
Why it’s interesting? Customers can return used empty nail varnish bottles back to the brand. The vials are cleansed and refilled, enabling bottles to be reused over and over again. The brand has invested in a cleaning process derived from the food industry, which allows the bottles to be cleansed in just 16 minutes.
Market: France
Launch: November 2022
KEY TAKEAWAYS
- Refillable packaging is gaining more traction particularly in the fragrance category with brands like Burberry, Chloe and Diptyque launching refills for the very first time.
- More and more high-end beauty brands are entering the refill space. Marrying luxury with sustainability, refillable packaging combines sophisticated and sleek design with functionality such as Prada’s new refillable skincare and makeup line and Rollr’s deodorant, which offers a more elevated packaging design for everyday deodorant featuring embossed glass.
- Refill pouches get a playful update with fun packaging. Look to Bravo Sierra’s aluminium beer can refills, which are playful and appeals to younger audiences.
- Make sure refillable packaging is easy to use, easy to remove and easy to replace – as convenience is essential.
- Refillable makeup is gaining increased popularity. Going beyond lipsticks and eyeshadow palettes, beauty brands are diversifying into other categories such as refillable mascaras.
