USD 5.50 billion and what refillable beauty was worth in 2025

The packaging around lipstick and compact powder became regulated in its own right on 12 August 2026, when the EU Packaging and Packaging Waste Regulation started to apply directly across every Member State. The rule treats the jar, case and carton as a separate matter from the formula inside.

For readers who keep a favourite compact, the shift feels familiar. Refillable prestige beauty sales in the United Kingdom rose 47 percent from January to end July 2022 and were valued at 34M pounds in that seven month period, according to NPD UK Beauty. Sales of Product Refill Only grew 79 percent in the same window, the fastest growth within that set.

Makeup moved fastest. Between January and July 2022, sales of refillable makeup products increased 364 percent compared with the same period last year. Just over half of makeup refill sales could be attributed to lip colour, with bronzer and blush also dominating. New launches with refillable options observed in 2022 included Good Fortune by Viktor and Rolf, D by Diesel and Prada Paradoxe. “As consumers become more conscious of the importance of sustainability and their role in promoting it, we have seen a corresponding rise in sales of refillable prestige beauty products,” said Emma Fishwick, Account Manager, NPD UK Beauty.

The wider market remains skincare led. The refillable cosmetic product market stood at USD 5.50 Billion in 2025 and was projected to reach USD 9.58 Billion by 2032, implying 8.25 percent CAGR. Skincare accounted for 50.8 percent of value in 2025, estimated at USD 2.8 Billion. Makeup accounted for an estimated USD 1.6 Billion and 29.6 percent share. Europe generated USD 1,971.57 Million in 2025, about 35.9 percent of the global market. Glass represented 45.3 percent share of refillable packaging material in 2025.

Regulation (EU) 2025/40 entered into force on 11 February 2025. By 1 January 2030, all packaging placed on the EU market must meet recyclability criteria graded A to E, with packaging below Grade C barred. Article 10 bars designs that increase perceived volume, with Commission FAQ using a 50ml facial cream jar with double wall, false bottom or outer box as the worked example.

Other duties land closer to the shelf. From 1 January 2030, Annex V bans single-use packaging for cosmetics supplied for an individual hotel booking. From 2030, large retailers must endeavour to dedicate 10 percent of sales area to refill stations. By 2030, grouped, transport and e-commerce packaging must not exceed 50 percent empty space. Operators offering refills must inform consumers about usable container types, hygiene standards and safety rules. Every packaging unit needs its own Declaration of Conformity. The law sets a general limit of 100mg/kg for lead, cadmium, mercury and hexavalent chromium in packaging materials.

It is not yet known whether fast early growth continued through 2026, since sales data stops in 2022. Refills typically run 10 to 20 percent cheaper than buying a new unit. Growth was fast but from a small base. Watch for further Commission guidance on scope and labelling, and for how brands handle durable packs, reverse logistics and cleaning between fills.

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