Key takeaways
- Refillable and minimalist packaging is accelerating across the colour cosmetics industry as sustainability and value drive consumer choices.
- GlobalData research shows over 70% of shoppers prioritise environmentally friendly products and reduced packaging waste.
- Major beauty businesses, including L’Oréal and LVMH, as well as many startups, are expanding refillable formats and luxury heirloom‑style designs.
- Refill systems enhance brand loyalty, differentiate premium offerings and attract retailer support across beauty categories.
- Successful brands will balance sustainability, aesthetics and refill infrastructure to gain competitive advantage.
Ever-rising environmental awareness, combined with cost pressures and increased scrutiny of beauty industry waste, is shifting consumer behaviour within the colour cosmetics sector, according to intelligence and productivity platform GlobalData.
The firm said that more beauty shoppers are choosing refillable or minimalist packaging formats to reduce plastic usage and get better value for money.
In Q4 2025, GlobalData conducted a consumer survey of 22,613 respondents across 42 countries. It found that 74% of consumers consider ‘sustainable’ or ‘environmentally friendly’ attributes essential or nice to have when making a purchase, while 73% actively seek products that reduce packaging waste.
Refillable and minimalist formats move into the mainstream
Indeed, refillable compacts, multi-use formats and reduced‑material packaging are gaining traction as beauty brands accelerate innovation in refillable makeup products and packaging‑efficient designs.
GlobalData consumer analyst Nishitha Ranga said that beauty shoppers are increasingly aware of the environmental footprint of makeup products, particularly packaging waste. “Refillable and minimalist packaging solutions resonate strongly, as they help reduce plastic usage while maintaining product performance, aesthetics, and brand appeal,” said Ranga.
Luxury brands embrace heirloom‑style refillable design
GlobalData noted that more manufacturers and brands are adapting their packaging strategies in response to these shifts.
In June 2025 in Europe, L’Oréal Group expanded its refill options across select lipstick and foundation ranges for its Lancôme and Yves Saint Laurent brands, positioning refills as a premium yet sustainable alternative to single‑use packaging.
Meanwhile in September 2025, You Beauty introduced its Noutriwear+ Perfect Cover Velvet Liquid Foundation in eco‑friendlier packaging designed to reduce plastic use. The company stated that the packaging incorporates recyclable and post‑consumer recycled (PCR) plastic to minimise environmental impact.
At LuxePack in Monaco last October, CosmeticsDesign‑Europe heard from makeup artist turned entrepreneur Lisa Eldridge, who shared more about her journey in developing the Lisa Eldridge Refillable Lipstick.
Eldridge said that she collected all kinds of lipsticks, but whenever she bought a refillable lipstick it always looked dull and drab next to beautiful vintage lipsticks that were made 100 years ago. “I attempted to create a refill with no magnets in the packaging, but that was practically impossible,” she shared.
To create the perfect refillable lipstick, she prioritised open dialogue with her community and invited their feedback on what compromises they would accept from a refillable lipstick. “While true sustainability may still be elusive, consumer education and scepticism are powerful tools against greenwashing,” she said.
Ultra‑personalisation and co‑creation are becoming increasingly prevalent in NPD and packaging design as consumers seek products that feel unique. Eldridge also embraced this approach when creating her refillable luxury lipstick. The cases can be engraved with initials, turning them into heirlooms. She also emphasised the importance of personalised service as a new marker of luxury.
LVMH adopted a similar strategy with its La Beauté range by Louis Vuitton, which launched in autumn 2025 with iconic makeup artist Pat McGrath as its creative director. While the products carry a luxury price point, they are also designed to be refillable and positioned as heirloom items. McGrath said this will “unlock a new level in luxury beauty.”
Refill systems strengthen loyalty and support retail sustainability goals
As the fashion industry experiences slowing sales due to the economic climate and consumer demand for sustainability, this strategic shift could give shoppers a new reason to invest in luxury beauty.
Ranga pointed out that refillable systems offer benefits beyond sustainability. Refills can boost brand loyalty by encouraging repeat purchases within proprietary ecosystems, and retailers are increasingly supporting these initiatives by allocating shelf space to refill formats and promoting sustainability‑driven assortments.
“Refillable and minimalist packaging represents a significant growth opportunity for makeup brands seeking to balance sustainability with consumer expectations for quality and design,” Ranga said. “Companies that successfully scale refill infrastructure while maintaining strong brand aesthetics will be best positioned to gain a competitive advantage.”
