The rise of refill: Cosmetics industry moves beyond disposability as regulations loom

The cosmetics industry is increasingly integrating sustainability into the bedrock of its packaging design, with refillable systems rising as a solution to mitigate single-use packaging pollution. 

At this year’s London Packaging Week (Sep 16–17), refillable solutions are poised to take center stage. Packaging companies like Amcor and Spectra Packaging, and personal care brands such as Paco Rabanne and Cahé Cosmétique, are presenting their latest innovations in the category. 

Meanwhile, circular economy measures such as the EU’s Packaging and Packaging Waste Regulation (PPWR) and extended producer responsibility (EPR) schemes are imposing requirements and fees on brands, enforcing accountability for the packaging waste they create.

Refill solutions are particularly appealing for cosmetic brands, which must balance reduced packaging waste with premium and aesthetic quality.

Yet, despite campaigns like L’Oreals Join the Refill Movement and general industry efforts, adoption of refillable packaging solutions continues to stall due to failed pilots, limited consumer awareness, and a dominant fossil-based packaging industry, according to circular growth consultant Paul Foulkes-Arellano.

We take a closer look at the companies exhibiting their refill solutions at London Packaging Week 2026 as consumer and regulator pressure grows to reduce single-use packaging.

Pouches and jars

Global flexible packaging producer Amcor is presenting its range of refillable spouted pouches at the show. The AmPrima pouches are recyclable, made with polypropylene (PP) and/or polyethylene (PE). Brands can also choose to incorporate bio-based materials or post-consumer recycled (PCR) content.

Amcor is also displaying its Exclusive Refill stick, made from PP and/or PCR content.

“Our Exclusive refill is the perfect demonstration of how Amcor can help companies be more sustainable in line with PPWR and enhance the consumer experience without compromising on the performance and effectiveness of their packaging,” says Marine Sueur, sales director for France at Amcor.

For high-end skin care and cosmetic products, Curve Pack is presenting its refillable bottle at London Packaging Week. Available in 30 mL and 50 mL sizes, the bottle is suitable for serums, lotions, emulsions, and other skin care formulations.

The reusable solution features a glass or aluminum outer bottle with a functional airless pump system. A refillable screw structure allows the inner PP container to be replaced once a product is finished. It is also available with PCR content.

Screen printing and hot stamping facilitate the high-quality decoration and full brand customization demanded from personal care packaging.

Convenience and collaboration

Alongside packagers exhibiting their latest refill solutions, fragrance and cosmetic companies are also showcasing their reusable offerings. The Paco Rabanne Fame women’s collection includes perfume, body milk, deodorant, and an 80 mL eau de parfum refill.

Cahé Cosmétique uses Lablabo’s Baia Refill for its face and eye contour cream. Lablabo’s airless dispensing system comprises a 30 mL or 50 mL recyclable glass bottle, a recyclable PE pouch, a pump for dispensing high viscosity formulas, a collar, and a cap.

The airless systems preserve formula integrity while the pouch can be removed once finished and replaced with a refill.

Also at the show, Spectra Packaging will present its 150 mL and 50 mL shaving cream bottles. The bottles are for a collaboration with Fuss Free Shaving, a UK-based razor subscription service. The bottles have a maximum thickness of 22 mm, so they can be delivered through letterboxes.

“Bringing manufacturing back to the UK and incorporating recycled materials shows how practical, stylish packaging can also be environmentally friendly,” says Alex Beveridge, business development manager at Spectra Packaging.

The bottles also feature 35% Prevented Ocean Plastic (POP), an initiative that helps divert plastic waste from coastal environments. Last year, Mark Kingston, sales manager at the personal care packaging company, told Packaging Insights how POP works in practice, noting the company’s collaboration with amenities company The House of Pineapple.

“POP initiatives help reduce ocean plastic pollution and provide a more ethical plastic choice for businesses and consumers,” he said.

“Since adopting the material into its PET, high-density PE, and PP supply chain in 2022, Spectra’s commitment has helped divert over 60 million plastic bottles from entering oceans at risk from ocean plastic pollution.”

As EPR and PPWR regulations tighten, cosmetic brands are increasingly under pressure to take responsibility for their packaging waste. If these London Packaging Week examples are anything to go by, it seems that refill and reuse are primed to balance aesthetics and sustainability now at the core of personal care packaging.