Environmental awareness is growing. Consumers are increasingly questioning the impact of their beauty routines, which is driving interest in more responsible materials, refillable systems, and circular approaches.
However, Mintel points out that packaging remains above all a key marketing lever, capable of instantly conveying a brand’s quality, values, and identity.

Refills: strong demand, but persistent barriers

Refillable formats play a central role in eco-responsibility strategies. However, there is still a significant gap between intention and usage. In Germany, 77% of consumers say they know how to recycle beauty packaging, but only 40% have purchased a refillable product, while nearly one in two purchased a refill in 2024.

Mintel identifies two main obstacles.
The first is convenience. In the US, nearly 70% of consumers find in-store refilling inconvenient, citing lack of time and limited access to refill points. In Europe, consumers prefer refill pouches, which are perceived as easier to use and store.
The second obstacle is hygiene. Some people remain wary of reusing containers or refilling in stores. “Concerns about safety and cleanliness continue to limit the widespread adoption of refills,” Mintel points out.

Materials: towards greater innovation and diversification

While plastic remains dominant for …