Big hit for refillable beauty products in the UK

According to The NPD Group, sales of rechargeable prestige beauty products in the UK increased by 47% between January and the end of July 2022. Sales of these products (estimated at £34 million during this period) significantly outperformed the overall prestige beauty market, which grew by 22% between January and the end of July 2022 compared to the same period last year.

Within the refillable beauty market, the “Product Refill Only” subcategory, which relates to refills for use with refillable packaging, saw the strongest growth with a 79% increase in sales between January and the end of July 2022.

Perfume shows the way

While refillable fragrances make up only a small portion of the market, 5% of fragrance sales can be attributed to refillable packaging, explains The NPD Group.

Until now, brands have only offered a limited range of refillable products with a focus on large formats. However, in the period from January to the end of July 2022, sales of refillable formats from 45 to 74 ml (regardless of eau de toilette, eau de parfum, perfume or cologne) increased significantly compared to the same time last year, marking the trivialization of charging .

Rechargeable beauty is a key theme for launches this year. Among the launches with rechargeable options observed by The NPD Group are Good Fortune by Viktor & Rolf, D by Diesel and Prada Paradoxe.

Skyrocket sales in the make-up category

Makeup is the fastest growing category, with sales of refillable products increasing 364% in the period from January to the end of July 2022 compared to the same period last year. This contrasts with sales growth in the overall makeup market, up 30% from 2021.

Just over half of makeup refill sales can be attributed to lip products. Other important sub-segments when it comes to refills are bronzers and blushers.

As consumers become more aware of the importance of sustainability and their role in promoting it, we have seen a simultaneous increase in sales of premium rechargeable beauty products. These latest numbers show that when it comes to beauty consumers, purchasing rechargeable products is becoming more and more common. But there is still a long way to go. What we see here really marks the beginning of the rechargeable beauty story, as only a small percentage of makeup product sales weight is currently rechargeable. The same applies to skin care and hair products. says Emma Fishwick, Account Manager at NPD UK Beauty.

Leave a Comment