Rising environmental awareness, mounting cost pressures, and increased scrutiny of beauty industry waste are reshaping consumer behavior within the makeup sector. Consumers are increasingly gravitating towards refillable systems and minimalist packaging formats that reduce plastic usage while offering long-term value. This shift is supported by a 2025 Q4 global consumer survey†, which found that 74% of consumers consider ‘sustainable/environmentally friendly’ attributes either essential or nice to have when making a purchase, while 73% actively seek products that reduce packaging waste, according to GlobalData, a leading intelligence and productivity platform.
Sustainability considerations, combined with price sensitivity and a growing focus on conscious consumption, are influencing purchasing decisions across color cosmetics. Refillable compacts, multi-use formats, and reduced-material packaging are gaining traction, as beauty brands accelerate innovation in refillable makeup products and packaging-efficient designs.
Nishitha Ranga, Consumer Analyst at GlobalData, comments: “Consumers are becoming increasingly aware of the environmental footprint of makeup products, particularly packaging waste. Refillable and minimalist packaging solutions resonate strongly, as they help reduce plastic usage while maintaining product performance, aesthetics, and brand appeal.”
In June 2025, in Europe, L’Oréal expanded refill options across select lipstick and foundation ranges under its Lancôme and Yves Saint Laurent brands, positioning refills as a premium yet sustainable alternative to single-use packaging. Additionally, In October 2024, Hungary-based brand Rouge Experience launched a refillable lipstick featuring a recyclable refill system designed to reduce packaging waste. The product includes a teardrop-shaped bullet for enhanced precision, while interchangeable refills enable consumers to switch shades without replacing the full unit.
In September 2025, You Beauty introduced its Noutriwear+ Perfect Cover Velvet Liquid Foundation in eco-friendlier packaging designed to reduce plastic use. The company states that the packaging incorporates recyclable and post-consumer recycled (PCR) plastic to minimize environmental impact.
Beyond environmental benefits, refillable systems also support brand loyalty by encouraging repeat purchases within proprietary ecosystems. Retailers are increasingly supporting these initiatives by allocating shelf space to refill formats and promoting sustainability-led beauty assortments.
Ranga concludes: “Refillable and minimalist packaging represents a significant growth opportunity for makeup brands seeking to balance sustainability with consumer expectations for quality and design. Companies that successfully scale refill infrastructure while maintaining strong brand aesthetics will be best positioned to gain a competitive advantage.”
†GlobalData 2025 Q4 global consumer survey was conducted with 22,613 respondents across 42 countries.
