Ah, The Guardian. The self-proclaimed bastion of independent journalism, except for that tiny little detail where they earn commissions if you buy something through their conveniently placed affiliate links. But fear not, dear reader, because while they may subtly nudge you into purchasing overpriced beauty products under the guise of sustainability, I’m here to give you the snark-laced truth.
Refillables: The Future of Beauty or Just Another Corporate Gimmick?
So, let’s talk about this whole “refillable beauty” trend. The idea is simple: instead of tossing out your empty mascara, shampoo bottle, or overpriced serum container, you just buy a refill. Sounds great, right? Less waste, less guilt, and—allegedly—less money spent. The Guardian’s beauty guru Anita Bhagwandas seems to think so, listing an entire arsenal of refillable products that will apparently save both the planet and your wallet.
Except, well, let’s do some quick math.
Take the Living Proof Full Shampoo as an example. A regular 236ml bottle costs £29, while the 1-litre refill pouch costs £66. That’s four times the amount for more than double the price. Mathematically speaking, you do save a few bucks, but only after committing to the long-term relationship of stocking litres of shampoo under your bathroom sink. And let’s not even get started on whether or not these refills are actually getting recycled properly. Because, spoiler alert: they probably aren’t.
The Beauty Industry’s Favorite Guilt Trip
Now, The Guardian, in all its noble wisdom, reminds us that the beauty industry is responsible for 95% of its packaging ending up in landfills and that a shocking 9% of products we recycle actually get processed. What a horrifying statistic! The solution? Buy more stuff from their affiliate links, obviously. Because nothing says “save the planet” like buying a £67 tub of moisturizer with a refillable option that still comes in layers of plastic and glossy marketing BS.
But let’s be honest here. The real issue isn’t the packaging. It’s the obsessive consumerism that the beauty industry actively fuels. For all their hand-wringing about sustainability, they still want you to buy more—just, you know, refillable more. Because you need a £38 dry shampoo brush and an £80 Chanel perfume refill to be a good eco-conscious citizen.
“Sustainable” Products That Still Cost a Fortune
Let’s break down some of the standout products The Guardian thinks you should consider:
Kérastase Elixir Ultime Hair Oil: £58 for 75ml. A refill costs £42.80. Oh good, instead of selling an affordable bottle in the first place, they’d rather make you pay a premium for refills while pretending it’s an environmental movement.
Tatcha The Water Cream: £67 for 50ml. The refill is £58. If you think a moisturizer should cost as much as a tank of petrol, you’ve already lost the battle.
Lisa Eldridge Rouge Experience Lipstick: £49 for the initial purchase, £25 for the refill. Yes, because the most urgent crisis facing humanity is the plastic used in luxury lipstick packaging.
Oh, and let’s not forget that every single one of these brands still uses air miles, international shipping, and loads of hidden plastic in their logistics chain. But, sure, as long as you feel good about that reusable case, you’re totally making a difference.
The Refill Con: Who Really Wins?
At the end of the day, who really benefits from this refillable trend? Consumers? Not really—unless you’re willing to fork out hundreds of pounds to “save” a couple of fivers. The planet? Maybe a tiny bit, assuming you believe the marketing materials that conveniently forget to mention all the emissions from the beauty industry’s never-ending production cycles.
But the brands? Oh, they win big time. They get to charge you more upfront, lock you into their ecosystem, and make you feel morally superior while you keep spending. And publications like The Guardian? Well, they pocket a neat commission every time you click their links and make a purchase.
The Bottom Line
Let’s call this what it really is: a marketing ploy dressed up as environmental activism. If the beauty industry actually cared about sustainability, they wouldn’t just be offering refillable options—they’d be completely eliminating wasteful packaging, prioritizing local production, and selling fewer but higher-quality products.
So, if you really want to be sustainable? Step one: Stop buying into the endless cycle of beauty product hype. Step two: Use what you already have. Step three: Stop trusting billion-dollar industries to fix a problem they created.
But, hey, if you still want that £93 bottle of Kiehl’s body lotion? Go ahead. Just don’t pretend it’s going to save the world.
Source: https://www.theguardian.com/thefilter/2025/mar/09/best-refillable-beauty-products
