Luxury cosmetics: the new trend is the refill

Fashion victims are warned: the new trend in luxury, even in cosmetics, is the refill to reduce the environmental impact.

More and more well-known beauty brands are embracing the philosophy of refilling, that is, the refilling of their products.

Reloading the product once finished, without the need to throw away the entire package is a trend that embraces a broader change of direction in the luxury beauty market.


The mission of several leading brands in the sector is clear: to reduce pollution and offer their customers the highest quality products without forgetting respect for the environment.

One of the most important examples of this new trend is certainly the refill, but also the promotion of beauty products with formulations that use natural ingredients and vegan formulas.

Cosmetics and sustainability: a new alliance

Great attention is also given to product packaging: in fact, we try to minimize the waste of raw materials and offer attractive packages made with recycled paper or glass.

The “refilling beauty” is a trend dictated by the new needs of the market: a study by Statista has in fact recorded that 20% of consumers of luxury goods would like products that are not only performing, but also ethical.


Here then are the refillable and environmentally friendly products, with an invitation to encourage the customer towards “good practices” such as returning the empty package to the store.

If in Italy refilling beauty is a fairly new phenomenon, in other European countries it is already a well-established habit.


One of the most important and trendy brands, which has definitively cleared the concept of beauty with refill is Fenty Beauty – the brand of Rihanna – which recently launched its first refillable lipstick, the Fenty Icon Refillable Lipstick.

An elegant package in which you can insert one of the 10 shades of color available to create your own lipstick without throwing away the entire package.

Serena Poma
A journalist ever since, I love turning the world's events into sentences and lines that can take readers "inside the news", leading them to explore the current happenings with me through my articles. My professional background has allowed me to gain insights into the encounter of two apparently incompatible worlds: luxury and sustainability. Guiding businesses in this direction as a communication manager and event organizer has made me aware that, now more than ever, it is by respecting ourselves and our planet's resources that we should start to create real value.

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