A new consumer insights report from Febea, France’s national cosmetics association, has shed valuable light on the growing demand for refillable beauty products. Based on responses from over 2,200 French women, the study explores consumer motivations, purchasing habits, and obstacles related to refillable packaging in cosmetics.
As sustainability continues to shape the future of beauty, this report offers actionable data for brands looking to align with eco-conscious consumer values.
🚀 Refill Momentum Is Building
In 2025, 59% of French women aged 16 and over reported having purchased a refillable cosmetic product. The survey also uncovered high levels of repeat purchasing, suggesting strong customer satisfaction once the concept is adopted.
Key opportunities for beauty brands:
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Engage current users with loyalty programs or refill subscription models
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Educate the remaining 41% to drive first-time purchases
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Expand product ranges in refillable formats to tap into unmet demand
🎯 Who’s Buying Refillables?
The research identified two standout consumer profiles:
1. The Green & Clean Segment (25%)
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Highly values natural, organic, and planet-friendly ingredients
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Chooses products with a reduced environmental impact
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Likely to be loyal to brands that are transparent and low-waste
2. The Beautistats & Trend Followers (22%)
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Younger, trend-driven consumers influenced by beauty influencers and social media
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Attracted to innovative packaging and novelty
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Open to experimentation and early adoption
💚 Why They Choose Refills
Consumers reported several compelling benefits when choosing refillable formats:
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Environmental responsibility (70%) – the main driver of purchase
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Lower costs (64%) – refills are perceived as more budget-friendly
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Convenience (39%) – easier to store, carry, and use
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Design appeal (21%) – aesthetic, well-designed refill systems influence buying decisions
On average, customers expect 10–20% savings over traditional packaging. Notably, 63% said they would buy more if prices were lower.
🚧 What’s Holding Them Back?
Despite growing interest, brands still face several consumer adoption barriers:
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Limited product availability (44%) – not enough options on shelves
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Lack of education (32%) – consumers need better guidance on how refills work
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Concerns over ease-of-use (19%) – worries about mess or complexity
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Hygiene doubts (14%) – fear of contamination or lower product safety
🌱 Takeaway for Beauty Brands
Now is the time for beauty brands to invest in refillable packaging systems that combine functionality, sustainability, and visual appeal. But to truly succeed, education and accessibility must go hand-in-hand with innovation.
Looking for deeper insights into refill trends by product category?
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