In 2021 The Body Shop announced an ambitious five-year plan to roll out refill stations in the majority of its stores globally to reduce plastic use and become the most sustainable business possible. The first refill stations rolled out to 400 stores globally collectively saving over 3.7 tons of plastic, which is equivalent to 170,000 plastic bottles.

"The foundation of The Body Shop's environmental activism was born out of ideas like these, when our founder, Dame Anita Roddick, refilled her first bottle out of necessity in 1976," said Hilary Lloyd, Vice President of Marketing and Values, North America. "Our customers have been eagerly awaiting for refills to return to The Body Shop. We're thrilled to be embracing a circular economy approach and provide this sustainable alternative."

Every year, the beauty sector generates billions of pieces of plastic that end up in landfills or the ocean. With the crucial help of The Body Shop customers, every individual can help drive change, because every bottle counts. Since April 2021, when The Body Shop announced the rollout of refill stations across 400 stores globally, the brand collectively has saved over 3.7 tons of plastic, which is equivalent to 170,000 plastic bottles. Another 400 refill stations are planned for 2022.

Continuing its action against the global plastics crisis, The Body Shop is introducing the refill program in stores across the United States, intending to have 49% of US locations equipped with refill stations by the end of 2022 with the aim of saving 25 tons of plastic and helping to prevent up to 5 lbs of CO2 from entering the atmosphere.

The easy-to-use in-store refill stations allow customers to refill their favorite body, hair, and hand care products including shower gels, shampoos, conditioners, and hand washes. The selection of available products will vary from six to 12 depending on store size.

Once a niche ideal, refillable beauty is beginning to permeate the mainstream. With big beauty brands like The Body Shop launching keep-forever product programs, beauty refills might finally become the new normal.