London’s beauty scene is changing - not with flashy ads or celebrity endorsements, but with quiet, refillable jars and glass bottles you can bring back. In 2025, more than 80 refill stations for skincare and haircare now operate across the city, from Notting Hill to Peckham. These aren’t just trendy pop-ups. They’re part of a real shift: Londoners are tired of buying plastic tubes that end up in landfills after one use. And they’re choosing brands that let them refill, reuse, and reduce waste - without giving up performance.
What Refill Beauty Actually Means
Refill beauty isn’t just buying a product in a bigger container. It’s a system. You bring your empty bottle or jar to a store, they clean it, then fill it with the same product you used before - often at a 20% discount. No new packaging. No plastic waste. Just pure product, delivered cleanly.
Brands like Lush, The Body Shop, and local London startups like refill. London and Ethical Beauty Collective have built their entire model around this. At refill. London in Hackney, you can refill shampoo, conditioner, body wash, face serum, and even lipstick. Their most popular product? A vitamin C serum that costs £14 for a 30ml refill - compared to £22 for the same amount in new glass packaging.
It’s not just about saving money. It’s about cutting down. The average person uses 150 beauty products a year. Most of those come in single-use plastic. The UK throws away over 1.5 billion beauty containers annually. Refill systems can reduce that number by up to 80% per user.
Where to Find Refill Stores in London
You don’t need to hunt far. Refill stations are now in nearly every major neighborhood. Here are five standout spots:
- refill. London (Hackney) - Offers 60+ products including deodorant, toner, and even face oil. Bring your own container or buy a reusable one for £5.
- The Body Shop Refill Station (Oxford Street) - The first major chain to launch refill in the UK. Refill hand wash, body lotion, and shampoo. Free for customers who bring back empties.
- Ethical Beauty Collective (Peckham) - A cooperative run by local beauty therapists. Refills include organic face masks and scalp treatments. They also offer a £2 deposit system - return the bottle, get your money back.
- Zero Waste Beauty Co. (Clerkenwell) - Specializes in luxury skincare refills. Their hyaluronic acid serum is a cult favorite. They also sell compostable cotton rounds and bamboo brushes.
- Lush Fresh Handmade Cosmetics (multiple locations) - Their ‘Bring It Back’ program has been running since 2018. Bring back five empty pots, get a free face mask. Over 10 million pots have been returned across the UK.
Many of these stores also host monthly ‘Refill Clinics’ where you can learn how to make your own cleansers or balms using bulk ingredients. No need for a beauty degree - just curiosity and a clean jar.
Packaging Swaps That Actually Work
Refill is only half the story. The other half? What the product comes in when you first buy it. Many brands have ditched plastic entirely - and replaced it with materials that break down or can be reused.
Here’s what’s working in 2025:
- Aluminum tubes - Used by brands like Aesop and RMS Beauty. Recyclable, lightweight, and don’t leach chemicals.
- Glass bottles with silicone sleeves - Common for serums. Brands like True Botanicals use amber glass to protect ingredients and reduce light damage. The silicone sleeve prevents breakage.
- Compostable paper tubes - Used for solid shampoo bars and lip balms. Lush now uses a paper-based wrap made from recycled cotton that dissolves in compost.
- Returnable glass jars - Some stores, like Ethical Beauty Collective, require you to return the jar. They sterilize and reuse it up to 15 times before recycling.
These swaps aren’t just eco-friendly - they’re better for your skin. Plastic can absorb chemicals from the product over time. Glass and aluminum don’t. That means fewer toxins, longer shelf life, and more potent ingredients.
Why This Isn’t Just a Trend
London’s refill movement isn’t driven by Instagram influencers. It’s driven by policy. In 2024, the UK government passed the Extended Producer Responsibility law. It now forces beauty brands to pay for the recycling of their packaging. That means companies either redesign their packaging - or pay a steep fee.
Big brands are responding. Unilever announced in early 2025 that 70% of its UK beauty lines will be refill-ready by the end of the year. L’Oréal pledged to cut virgin plastic use by 50% by 2030. And local startups? They’ve been doing it for years.
Consumer pressure matters too. A 2025 survey by the London Environmental Network found that 68% of Londoners under 35 now choose a brand based on its packaging - not its scent or price. That’s a massive shift. Beauty is no longer just about looking good. It’s about doing good.
How to Start Your Own Refill Routine
You don’t need to overhaul your entire bathroom overnight. Start small:
- Identify your most-used product. Is it shampoo? Body wash? Moisturizer?
- Find a refill station nearby. Use the Refill London Map (a free online tool) to locate the closest spot.
- Buy one reusable container. A 250ml glass bottle costs £4-£7. Most stores sell them, or you can repurpose an old jar.
- Bring it in. Ask for a refill. Most places will clean it for you.
- Repeat. After three refills, you’ve saved at least one plastic bottle. After ten? You’ve cut your beauty waste by 90%.
Pro tip: Keep a small tote bag in your purse or car for empty containers. You never know when you’ll pass a refill shop.
Common Myths About Sustainable Beauty
There’s a lot of noise. Let’s clear up the biggest myths:
- Myth: Refill products aren’t as effective.
Truth: The formula is identical. Only the packaging changes. Many refill brands use higher concentrations because they don’t need preservatives for long shelf life. - Myth: It’s too expensive.
Truth: Refills cost 15-30% less than new packaging. Over a year, you save £50-£120. - Myth: I don’t have time to bring things back.
Truth: Most refill stores are near tube stations. You can do it while grabbing coffee. - Myth: Only rich people do this.
Truth: Refill stores serve all income levels. Ethical Beauty Collective offers sliding-scale pricing. Some stores even accept food bank vouchers for refills.
What’s Next for Sustainable Beauty in London
By 2026, London plans to make all beauty packaging refillable or returnable by law. The city is testing a pilot program where every pharmacy and beauty retailer must offer at least one refill station. Some are even exploring smart jars - bottles with QR codes that track your usage and remind you when it’s time to refill.
Meanwhile, community refill hubs are popping up in libraries and co-working spaces. You can now refill your face cream while waiting for your library book to be checked out.
This isn’t about perfection. It’s about progress. One refill at a time.
Can I refill any beauty product at these stores?
Most stores refill liquids and creams - shampoo, serum, moisturizer, body wash, and toner. Solid products like bar soap and lip balm are usually sold in compostable packaging. Some places, like refill. London, offer refill for deodorant and even mascara. Always check the store’s list before you go.
Do I have to buy the container from the store?
No. Most stores accept clean, reusable containers you already own - as long as they’re the right size and type. Glass jars, aluminum bottles, and PET plastic containers are usually fine. Avoid containers with broken seals or leftover product inside. Staff will clean them before refilling.
Are refill products as long-lasting as regular ones?
Yes. In fact, many refill brands use fewer preservatives because the products are used faster. Since they’re made in small batches and stored in cool, dark conditions, they often last longer. Check the expiry date on the bottle - it’s usually printed near the refill station.
Is it hygienic to refill containers?
Absolutely. All refill stores follow strict hygiene standards. Containers are washed in industrial-grade sanitizers, rinsed with filtered water, and dried in UV light. Many use single-use gloves and clean tools for each refill. You can ask to see their cleaning protocol - most are happy to show you.
Can I refill products from other brands?
Some stores allow it - especially if the product is similar. For example, refill. London lets you bring in any brand of shampoo as long as it’s a liquid and fits their fill nozzles. Others, like The Body Shop, only refill their own products. Always ask first.
What if I live outside London?
Refill stations are expanding. Manchester, Bristol, and Brighton each have at least 10+ refill beauty spots. National brands like Lush and The Body Shop offer mail-back refill programs. You can send back 5 empties, and they’ll ship you refills with free postage. It’s not as convenient as walking in - but it’s still waste-free.
Final Thoughts
Sustainable beauty in London isn’t about buying less. It’s about buying smarter. You can still love your favorite serum, your favorite scent, your favorite ritual - you just don’t need to throw away a new bottle every time.
Every refill is a small act of resistance against waste. And when thousands of people do it, it changes the system.