Sustainable Beauty Gains Momentum as Refill Sales Soar

The British Beauty Council's latest market report reveals a significant shift in consumer behavior, with refillable beauty products experiencing a 20% surge in sales during Q1 2025 compared to the same period last year. This growth underscores a rising demand for eco-conscious alternatives in the cosmetics industry, as shoppers increasingly prioritize sustainability alongside performance.

Major retailers, including Sephora and Boots, have expanded refill stations in stores, while indie brands like Bybi and Ethique report triple-digit growth in refill sales. The Council notes that haircare and skincare lead the category, with refillable fragrance gaining traction.

With the UK government considering regulations to reduce beauty packaging waste, refill systems may soon shift from niche to norm. As one analyst put it: "Reuse is the new luxury."

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