‘People want sustainable E solutions now’
buy a reusable aluminium bottle in rose gold, silver or copper, with refillable pouches of shampoo, conditioner or body wash. Decant into the bottle and send the pouches back for free recycling.
There are numerous advantages to refills. ‘They are less energy-intensive to produce, because there is less packaging, and this also reduces emissions during shipping,’ says Priadka. ‘It’s also benefiting the consumer,’ says Aggarwal. ‘Refills cost less and make the product more flexible – you can put liquids into different sizes.’
The refill trend may have been pushing up shoots throughout the industry for some time – L’Occitane launched some in 2008 – but Priadka says it’s only in the past couple of years that it’s taken hold. Now, take a look across the beauty industry and everything from mascaras to lipsticks, face creams and shampoos is available in refillable, and highly innovative, form. So what’s put on the pressure?
‘I think Covid has had a positive effect on our approach to climate change,’ says Priadka. ‘We saw that the climate recovered a little during lockdown and people started to question their personal impact on the environment.’
‘What we see in Europe is that consumers are moving from being passive recipients to becoming passionate advocates, and even activists, demanding sustainable solutions,’ agrees Jasmin Akpak, senior director at Herbal Essences, which has introduced a Good Refill system.
What’s interesting about refills is that it’s not just specifically eco companies, but premium brands such as Dior and Clarins.
‘This is a move in the right direction, though it’s responding to demand,’ says Priadka. ‘It’s harder to change from within. Newer companies, with a clear sustainable premise, are able to offer the option right from the start and can be transparent and confident about their eco-credentials.’
Some companies take it a step further with refill stations. The Body Shop has these nationwide, and is planning to have them in 500 stores by the end of 2022. Faith in Nature also has them around the country.
And if you can still remember the sound of glass milk bottles clanking in the morning, you’ll be charmed by Circla (circla.co.uk), a London-based company operating a zones 1-2 beauty delivery service (via electric vehicle, of course), which picks up your empties when it drops off your reorders. Genius.
Consumers are now moving from being passive recipients to passionate advocates