According to a recent study by GlobalData, a data analytics and consulting firm, environmental awareness, financial pressures, and increasing attention to waste generated by the cosmetics industry are transforming consumer behavior in the makeup sector.
Consumers are increasingly turning to refillable systems and minimalist packaging formats that reduce plastic use while offering long-term value.
According to GlobalData, 74% of consumers consider “sustainable/environmentally friendly” features to be essential or desirable when making a purchase, while 73% actively seek out products that reduce packaging waste.
Sustainability considerations, combined with price sensitivity and a growing focus on responsible consumption, are influencing purchasing decisions in the makeup sector. Refillable compacts, multi-purpose formats, and low-material packaging are gaining popularity around the world, with beauty brands accelerating innovation in this area.
According to Nishitha Ranga, an analyst at GlobalData, “Consumers are becoming 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.”
The push towards “less”
In June 2025, L’Oréal expanded its refill options in Europe for certain lipstick and foundation ranges under its Lancôme and Yves Saint Laurent brands, positioning refills as a high-end, sustainable alternative to single-use packaging.
In October 2024, Hungarian brand Rouge Experience launched a lipstick with a recyclable refill system designed to reduce packaging waste. The product features a …
