Sales of premium refillable beauty products are rising quickly in the UK

According to The NPD Group, sales of refillable high-end cosmetics climbed 47% in the UK between January and the end of July 2022. Refillable cosmetics and fragrances are at the forefront of the industry as consumers become more conscious of sustainability issues.

The NPD Group estimates that from January to the end of July 2022, sales of refillable high-end beauty products climbed by 47% in the UK. These goods’ sales, which totaled £34 million over the course of this seven-month period, outperformed the luxury beauty market as a whole, which had a 22% growth in sales from January to the end of July 2022 in comparison to the previous year.

The subcategory “Product Refill Only,” where consumers purchase the product refill for use with the refillable external packaging, grew the quickest within the overall refillable beauty industry, with sales rising 79% between January and the end of July 2022.

Aroma takes the lead.

Although refillable perfumes only make up a small fraction of the market, The NPD Group estimates that refillable packaging accounts for 5% of the weight of scent sales.

Brands have so far only provided a small selection of refillable items, mostly larger sizes. However, sales of 45-74ml fragrance juices (in all formats including EDT, EDP, Perfume, and Cologne) have increased significantly from January to the end of July 2022 when compared to the same period in 2017, signaling a shift in retail as refillable becomes more popular.

This year’s offerings have a strong focus on refillable beauty. The NPD Group has noted several recent debuts with refillable choices, including Good Fortune by Viktor & Rolf, D by Diesel, and Prada Paradoxe.

Sales of cosmetics have increased dramatically.

Sales of refillable goods grew 364% in the beauty category between January and the end of July 2022 as compared to the same period the previous year, which was the category with the largest growth. In comparison, the overall makeup market reported sales growth of 30% year over year.

The lip color makes for little over half of makeup refill sales. Bronzer and blush are further sub-segments that dominate the refill market.

“We have observed a comparable increase in sales of refillable prestige cosmetic products as consumers become more aware of the value of sustainability and their role in promoting it. These most recent statistics show that consumers of beauty products are increasingly buying refillable goods. However, there is still a ways to go. Given that only a small portion of the total sales volume of makeup products are currently refillable, what we are seeing here actually represents the start of the refillable beauty story. This also applies to cosmetics and hair care items,”

Need to choose your refillable cosmetic container?

The packaging’s size and shape can have a significant impact on how you package (and see) each individual product.

The Various Cosmetic Packaging Styles

There are numerous container types that are appropriate for cosmetics. Jar, bottle, or tube packaging is typically used for a sizable share of items. While cream-based makeup and powders are typically found in tiny skincare containers, lip glosses and lipsticks work best in tubes. Lip glosses and mascara are typically packaged in vials with a brush attached to the cap.

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