Refillable cosmetics, fragrances, and other beauty items have been available broadly for close to five years as the beauty industry looks to satisfy younger consumers’ desire for more sustainable options in a traditionally not very eco-friendly category, as well as meet their internal ESG (environmental, social, and governance) goals.
The segment is gaining adherents—especially in certain markets, such as luxury, and certain geographies, such as Japan—and a majority of the leading beauty brands and retailers have introduced at least some refillable options. Nearly every beauty segment, from eye shadow, foundation, and moisturizer to lip gloss, features refillable versions among the offerings.
Yet convincing consumers on a widespread scale has proven challenging, and products are expected to evolve further in an effort to convert more cosmetics users into fans. Potential improvements include better ease of use, more affordable pricing, additional sustainable features, and consistency in stocking.
Some of the releases within the world of licensed products illustrate the possibilities in this space:
- Last week, Louis Vuitton announced it was entering the cosmetics category with partner Pat McGrath Labs under the La Beauté Louis Vuitton brand, with a robust line of refillable products including lipsticks, rouge, lip balms, and eyeshadow palettes launching in fall 2025. McGrath Labs founder Pat McGrath has done makeup for Vuitton runway shows for two decades.
- Balmain and its beauty licensee Estée Lauder have launched refillable items including travel spray, eau de parfum, and other scents designed in collaboration with TNT Group, which specializes in luxury cosmetics packaging.
- Refillable offerings for Giorgio Armani Beauty and its licensee L’Oréal have included foundation, sold in a bottle containing 20% post-consumer recycled glass, developed in collaboration with luxury glass beauty packaging firm Verescence. The partners have also released refillable fragrances.
- Christian Louboutin’s line of Rouge Louboutin SooooO…Glow lipstick, developed with licensee Puig in a variety of shades, comes in packaging that is not only refillable but doubles as an accessory.
- Rihanna’s Fenty Beauty and licensee Kendo have launched lipstick, blotting powder, and moisturizer in refillable versions. The brand was one of the first among mass-market purveyors to offer refillable products.
In addition to their efforts to innovate in the category, some brands have been doubling down on promoting refillable products this year. L’Oreal, for example, launched a campaign in June to raise awareness for refillables across its various brands, including licensed examples like Armani Beauty and Yves Saint Laurent Beauty, and across categories including fragrance, haircare, makeup, and skincare. It also partnered with Snapchat to promote its refills in April.
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