Since its inception, single-use packaging has been an issue that the Sustainable Beauty Coalition has grappled with. To tackle this, experts in refill/reuse have come together in a dedicated SBC taskforce to create ‘A Journey to Reuse’ playbook helping brands and retailers begin the path towards refillables. By promoting reusable and refillable products, beauty brands and retailers can lead the cultural shift toward packaging that’s valued rather than discarded.

Progression Over Perfection

Transitioning from a traditional ‘take-make-waste’ model to a circular one takes time and collaboration and the Sustainable Beauty Coalition recognises that logistical friction and hygiene concerns mean refillable models are still not perfect. They can also be hard to implement across all product lines. The SBC also believes knowledge is power when it comes to approaching refill and this guidance aims to support and bring vision to reality, to inspire more success stories in the future.

However, brands and retailers should take note that the appetite for change amongst consumers exists. A survey of 3,500 students conducted by the British Beauty Council and UNiDAYS reveals the huge untapped potential hiding in the realm of refillables with the majority of respondents (81%) wanting to use more refillable products struggling with accessibility and availability.

This guide aims to meet professionals where they are, offering guidance, case studies and interactive workshop templates to identify business-specific pressure points and build a robust strategic case for change.

The Business Case for Refill

The playbook challenges previous arguments around financial barriers to refill. Research from the Ellen MacArthur Foundation (EMF) indicates that a systemic shift to reusables in personal care could reduce costs by up to 23% for all participants, demonstrating the move to reuse as not just an environmental imperative, but also a significant economic opportunity.

Other key business benefits cited in the playbook include:

• Cost Efficiency: Compact refills, such as concentrates or solids, reduce both transportation and packaging expenses.
• Brand Loyalty: Deposit and reward schemes drive customer retention by giving packaging inherent value.
• Enhanced Experience: Reusable packaging can be designed with higher-end materials, improving the look and feel as production costs are ultimately paid for over multiple uses.

Success Stories in Action

The change has already begun, with real-world innovators proving that shared infrastructure is the key to scalability. For example, a collaboration between M&S, City to Sea, Ecover, and Reposit UK, who have rolled out a ‘buy anywhere, return anywhere’ model in 25 stores with over 10,000 participating customers. The model works by customers paying a refundable deposit on reusable aluminium bottles.