Sustainability is picking up pace in the beauty industry especially with regards to refillable packaging in cosmetics, fragrances and deodorants. Brands like Asda, Neal’s Yard Remedies and The Body Shop in western Europe are showing innovation in refill stations. Further, alternative packaging materials are the second focus of the beauty industry where brands are researching to find a substitute for virgin plastic which is widely used. The pandemic has led to increased awareness about environmental impact among the consumers owing to which brands are now opting for sustainability.