Refillable perfume: the new Holy Grail or not such a good idea?

According to the first figures presented by The NPD Group, consumers are discovering the practice of refilling and some of them have adopted it. Refillable fragrances currently account for 6% of sales in Europe, and refills for 1%. It is a modest share, but it still grew by 31% in 2022, compared to 2021.

“The figures are roughly twice higher in France and twice lower in the US, which reflects a strong cultural and geographical trend variation. But overall, it does correspond to what consumers say about sustainability. They say they are ready to make an effort. There is clearly an appetite for refillable products, and the same goes for brands. This is only logical, because it is THE solution. The ultimate road to reconciling sustainable development and luxury”, explains Gérald Martines.

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