More and more skincare brands are offering refillable formats, but are consumers really won over? The FEBEA commissioned Senseva to carry out a study (with the support of CITEO) to better understand the perceptions, expectations and disincentives associated with the purchase of refillable cosmetics.
The study was carried out online between April 20, 2025 and May 1, 2025, among a sample of 2,251 women who use beauty products.
According to the survey, 59% of respondents said they had purchased at least one refill in the past year.
Two profiles stand out among regular purchasers.
On the one hand, the “Beautistats & Tendance”, young consumers sensitive to promotions, novelty and influencer recommendations.
On the other, the older “Green & Clean Beauty” segment, motivated by reduced environmental impact. Together, these two segments account for almost half of all users. “The typical profile of the refill buyer is a woman aged 19 to 44, who has a degree, is active, has a high income, lives in a household of three or more people, and is a major cosmetics consumer,” explains Senseva.
Motivation and disincentives
Ecological considerations are the main motivation for purchase for 70% of respondents. Economic arguments, practicality, aesthetics and fun follow. Some consumers also point to the possibility of “moving upmarket”, by accessing better-quality products thanks to lower refill prices.
But several obstacles still stand in the way of wider adoption.
Unavailability in-store is cited as the main obstacle (44%), …
