The Perfume Shop and L’Oréal partner to start first multi-brand fragrance refill station in the UK

1 Dec 2023

The Perfume Shop and L’Oréal have collaborated to open the first multi-brand fragrance refill station in the UK. Through this partnership, the two brands aim to fulfill the increasing demand of consumers for environmentally friendly choices. The Perfume Shop noted that the demand for such refillable fragrances has risen 23% versus a 9% rise in non-refillable fragrances.

The refill station will be located in The Perfume Shop’s Victoria Centre, Nottingham store. It will have the best-selling fragrances from L’Oréal including, YSL, Prada, Lancôme, Armani and Mugler. The refilling station will be able to refill all bottles with 30ml and more and, through this, consumers will be able to save about 29% in terms of money.

According to James Rickards, Luxe Managing Director from L’Oréal UK & Ireland, having refills available in stores through the multi-brand fountain and at-home using refill cartridges is a huge step in the right direction. It benefits both the environment and consumers as they save more money and protect nature.