- In May 2025, industry leaders such as PepsiCo, Amcor, and Procter & Gamble were reported to be making substantial investments in refillable packaging solutions across sectors such as personal care, food and beverage, and home care. This momentum reflects a growing response to government regulations, consumer demand for sustainability, and corporate environmental goals. Refillable systems—such as returnable containers, refill pouches, and retail refill stations—are gaining traction as viable alternatives to single-use plastics, helping reduce waste and promote circularity. The trend signals a broader industry shift toward eco-friendly packaging models that prioritize reuse, resource conservation, and long-term brand loyalty
- In April 2025, Unilever acquired Wild, a UK-based personal care brand celebrated for its plastic-free, refillable packaging and plant-based formulations. Wild’s product range—including deodorants, body washes, and handwashes—aligns with Unilever’s commitment to sustainability and premium innovation. The acquisition supports Unilever’s Growth Action Plan 2030, which focuses on expanding access to eco-friendly personal care through its global distribution network. Wild’s direct-to-consumer model and social-first marketing have made it the UK’s No. 1 refillable deodorant brand, making it a strategic addition to Unilever’s portfolio
- In February 2025, L'Oréal joined forces with the University of Cambridge Institute for Sustainability Leadership (CISL) to launch the Sustainable Innovation Accelerator, a nitiative aimed at advancing eco-friendly technologies in the beauty industry. The program scouts, pilots, and scales breakthrough solutions in areas such as low-carbon processes, alternative ingredients, plastic waste reduction, and water resilience. Startups, SMEs, and established innovators are invited to apply for a tailored 12-month acceleration program that includes mentorship, pilot opportunities, and potential investment—supporting L'Oréal’s 2030 sustainability goals and driving systemic change across the sector
- In July 2024, a comprehensive study explored the use of nanotechnology to create sustainable cosmetics from plant and animal byproducts, marking a significant step toward a circular economy in the beauty industry. The research highlights how natural-source nanocarriers—such as liposomes and nanostructured lipid carriers—can improve the bioavailability, stability, and efficacy of bioactive compounds such as antioxidants, collagen, and vitamins. These compounds, often discarded as waste, are repurposed to deliver potent skincare benefits while minimizing environmental impact. The study also emphasizes the importance of green extraction methods, low-toxicity materials, and regulatory transparency to ensure safety and scalability
- In November 2024, L'Oréal and Unilever—two of the biggest names in personal care—publicly acknowledged difficulties in meeting their 2025 green packaging goals, despite years of investment and rising consumer demand for sustainability. L'Oréal revealed that only 49% of its packaging was reusable, refillable, recyclable, or compostable, falling short of its 100% target, while just 37% was made from recycled or biobased materials. Unilever, meanwhile, revised its virgin plastic reduction goal from 50% by 2025 to 30% by 2026, citing infrastructure gaps and technical challenges. These admissions underscore the complexity of scaling refillable and circular packaging systems globally
