THE NEW REFILLABLE
Luxury Packaging Without The Sustainability Narrative: By Ana Angulo Packaging Expert
For years, “refillable packaging” lived inside the sustainability category — compostable pods, biodegradable pouches, recyclable inserts.
And while sustainability is still relevant, the narrative has changed.
Radically.
In 2025 and going into 2026, we’re seeing a new wave of refillable packaging that has nothing to do with “eco-friendly messaging” and everything to do with luxury, ritual, and sensorial experience.
This shift is fascinating, because it reveals what consumers actually crave:
longevity
object permanence
aesthetic value
emotional connection
design as a collectible, not disposable
And it opens a brand-new universe for luxury designers like us — where refillable systems become an artistic tool rather than a moral one.
Let’s break it down.
WHY Refillable PACKAGING IS EVOLVING beyond SUSTAINABILITY
From 2019–2023, refillables exploded because consumers demanded lower waste.
But by 2024, a major shift happened:
SUSTAINABILITY became EXPECTED — not differentiating.
It no longer excites consumers emotionally.
It feels neutral, obligatory, almost corporate.
According to a 2025 Deloitte Beauty Behavior Report:
79% of consumers say “sustainable packaging” is not a reason to pay more for a beauty product anymore.
But here’s the twist:
62% say they will pay more for a refillable if the design is luxurious and collectible.
This is the core of the movement:
Refills are no longer about the planet — they’re about permanence.
Consumers want packaging they can keep on the shelf as decor.
Not a recycle message.
Not a compost promise.
Not a “green leaf” icon.
They want an object.
THE Psychology BEHIND THE Trend
There are three major drivers fueling this evolution:
A. Object Permanence = Emotional Luxury
We’re in a cultural moment where people crave stability.
A permanent, beautifully designed container satisfies that emotional need.
B. The Rise of Shelf-Ready Aesthetic Objects
Consumers want products that elevate their homes — not disappear into drawers.
C. “Luxury Longevity” > “Eco-friendly Minimalism”
Prestige consumers don’t want to sacrifice beauty for sustainability messaging.
They want both — but they prefer beauty first.
WHAT This MEANS FOR beauty BRANDS IN 2026
Here’s the important part:
Refillable packaging is no longer just an ethical selling point — it’s becoming a luxury signature.
Brands that embrace this model communicate:
We create objects worth keeping.
We design with longevity and emotional value.
We understand ritual, not just consumption.
We’re not following trends — we’re building heritage.
For the kind of brands we work with — premium skincare, fragrance, haircare, and boutique luxury — this shift is a massive opportunity.
If you design refillables today with the mindset of beauty object first, environmental benefit second, you will be ahead of 90% of the market.
Photos by:
HERMÉS BEAUTY
Fenty Beauty — Iconic Case + Refill System
La Bouche Rouge Paris — Leather-Wrapped Refill Lipsticks
