In 2024, 59% of cosmetics consumers have purchased at least one refill. Shower gel, shampoo, hand soap, perfumes or makeup: refills are gradually becoming established on the shelves and in habits. However, as the investigation shows 60 Million Consumers in its February 2026 edition, available on newsstands, the journey to finding the right recharge often remains strewn with pitfalls.
Finding the right refill: a real obstacle course
In large supermarkets and in perfumeries, disruptions and inconsistencies are common. In Cusset, in Allier, only five refill flavors out of twelve are available for the same shower gel. In Vincennes or Montreuil, some refills exist without the corresponding initial product, or vice versa.
Result: “orphan refills” accumulate on the shelves. The consumer may find themselves with a soft pouch without ever finding the compatible bottle, or with a refillable bottle without refill available in the right perfume or version.
Multiple formats and consumer confusion
Another difficulty: the multiplication of formats. In some brands, a refill may be designed only for a specific bottle, without this being clearly indicated. In perfumeries, for example, certain refills are only compatible with a single bottle size, while other sizes, although sold next to each other, are not refillable.
Added to this is a general tendency to offer refills with a larger capacity than the initial product. While this can reduce the quantity of packaging, it also involves more bulky storage and a greater investment in purchasing, particularly for expensive products like perfumes.
Economy and ecology: promises to qualify
On paper, refills are always cheaper than refillable products, with savings that can range from a few cents to several euros per liter. This financial advantage is also one of the main purchasing drivers, with an expected gain of 10 to 20%.
But the ecological argument deserves close examination. Mentions such as “– 80% plastic” are calculated by the manufacturers themselves, using methods that are not very transparent. However, many refill bags are made of multi-layer materials that are difficult, if not impossible, to recycle. The risk, according to experts, is to shift the waste problem rather than solving it.
Bulk, a growing alternative
Faced with these limits, bulk appears to be a more radical solution. In organic stores, certain pharmacies and even perfumeries, fountain systems allow you to directly refill your bottle, without using a disposable refill.
Pioneering brands, like Mugler for perfumes, or networks like Biocoop for hygiene products, are developing these devices. Experiments supported by Citeo are also being deployed in pharmacies. A serious avenue for achieving the objectives of the Agec law, which targets 10% of packaging reused by 2027 — and perhaps, ultimately, to simply do without refills.
Read in 60 Million Consumers, February 2026 issue, on newsstands, to discover the complete survey and practical advice for consumers.