Prestige refillable beauty products see strong UK sales growth

According The NDP groupsales of rechargeable prestige beauty products in the UK increased by 47% from January to the end of July 2022. Sales of these products (which are valued at £34 million over this seven-month period) are fared better than the overall prestige beauty market, which grew by 22% between January and the end of July 2022, compared to last year.

Across the refillable beauty market as a whole, the “Product Refill Only” subcategory, where the consumer purchases the product refill to be used with the refillable outer packaging, has seen the fastest growth, with sales up 79% between January and the end of January. July 2022.

Scent paves the way

While refillable fragrances only represent a small portion of the market, 5% of fragrance sales weight can be attributed to refillable packaging, said The NDP group.

To date, brands have only offered a limited selection of refillable products, focusing on the larger sizes. However, during the period from January to the end of July 2022, sales of perfume juices from 45 to 74 ml (in all formats, including EDT, EDP, Parfum and Cologne) saw strong increases compared to the Same period last year, marking a shift in retail as rechargeable becomes more mainstream.

Rechargeable beauty is a key theme for launches this year. Some of the new launches with rechargeable options that The NDP group observed include Good Fortune by Viktor & Rolf, D by Diesel and Prada Paradox.

Skyrocketing sales in the make-up category

The strongest growth in the category was recorded in make-up where sales of rechargeable products increased by 364% in the period from January to the end of July 2022, compared to the same period last year. This contrasts with sales growth in the total makeup market, which saw a 30% year-over-year increase.

Just over half of makeup refill sales can be attributed to lip color. Other sub-segments dominating the refill space include bronzer and blush.

As consumers become more aware of the importance of sustainability and their role in promoting it, we have seen a corresponding increase in sales of premium rechargeable beauty products. These latest figures demonstrate that when it comes to beauty consumers, the purchase of rechargeable products is becoming increasingly common. But there is still a long way to go. What we see here really marks the beginning of the rechargeable beauty story, as only a small percentage of makeup product sales weight is currently rechargeable. The same goes for skin care products and hair products,“said Emma Fishwick, Account Manager, NPD UK Beauty.

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