L'Oréal Expands Refill Beauty Packaging, Liquid Death Introduces Limited 5-Liter Keg, and UpCircle Launches Refillable Deoderant

See a few examples of packaging designed to be refilled from L'Oréal, Liquid Death, and UpCircle from ThePackHub’s Innovation Zone.

When refilled, the PRADA Paradoxe fragrance, saves 44% glass, 67% plastic, 100% metals, and 61% cardboard.
When refilled, the PRADA Paradoxe fragrance,  saves 44% glass, 67% plastic, 100% metals, and 61% cardboard.
Image provided by ThePackHub

These innovations demonstrate significant progress in refillable and reusable packaging, with the potential to contribute to waste reduction. They highlight the growing trend of businesses aligning sustainability with consumer convenience, with promising adoption rates and environmental benefits. 

Learn more about ThePackHub's Innovation Zone here.

L'Oréal's Refillable Beauty Packaging Expands Across Fragrance, Skincare, and Haircare 

L’Oréal, the France-based beauty company, is accelerating the development and deployment of refillable packaging solutions across its brand portfolio as part of its longstanding commitment to reducing environmental impact. Its sustainable packaging strategy is structured around three key principles: reducing packaging intensity, replacing impactful materials with lower-footprint alternatives, and designing for recyclability. Refills are central to this approach, with notable examples including the PRADA Paradoxe fragrance, which saves 44% glass, 67% plastic, 100% metals, and 61% cardboard when refilled, and the Mugler Fountain, which enables in-store refilling of fragrance bottles. In 2023, L’Oréal launched a multi-brand refill fountain pilot at Sephora, offering bestselling fragrances such as Lancôme La Vie Est Belle and YSL Libre for refill at point of sale, with expansion planned across Europe and North America. Beyond fragrances, refill solutions now extend to haircare, skincare, hygiene, and makeup, such as Elvive shampoo refill pouches that cut plastic use by 60%, and refillable Lancôme Génifique Serum bottles that achieve a 74% weight reduction when refilled. To support adoption, L’Oréal is investing in media campaigns, brand storytelling, and training beauty advisors to engage consumers in the environmental and experiential benefits of refilling, aiming to normalize refills as a desirable and sustainable beauty practice. 

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