British fragrance house Molton Brown has launched refill pouches for its hand, bath and body collections in travel retail.
The launch furthers Molton Brown’s self-stated mission to battle disposable beauty. According to the brand owner, the refill pouches have performed well in domestic markets and in ecommerce channels.
The launch was timed to coincide with Earth Day this week (22 April). Each 400ml pouch uses -63% less plastic than its standard bottle counterpart. In addition, Molton Brown’s hand, bath and body product bottles are now manufactured from 50% recycled PET plastics.
The Hand Wash pouches are available in three of Molton Brown’s most popular scents: Delicious Rhubarb & Rose, Orange & Bergamot and Coastal Cypress & Sea Fennel. The Bath and Shower Gel refill pouches are available in the Re-charge Black Pepper, Coastal Cypress & Sea Fennel and Fiery Pink Pepper scents.
“Our refillable programme is part of our ever-evolving sustainability journey,” commented Molton Brown Global Vice President of Marketing Beatrice Descorps. “As we replenish and reuse, we’re gradually reducing our plastic consumption and waste, and ensuring our ongoing care for the world around us.”
Since its founding in 1971, Molton Brown has been committed to waste reduction and conscious production. The brand was one of the pioneers in creating refillable formats for its hotel partners, an ethos that is now transitioning to its domestic and travel retail offer too.
Molton Brown is cruelty-free with 100% vegetarian, phthalate-free and paraben-free formulas. 97% of Molton Brown’s products are vegan, with the aim of becoming a 100% vegan manufacturer by the end of 2022.
In addition, Molton Brown’s Elsenham factory has been carbon neutral since 2021. The facility has been powered by renewable energy since 2016 and currently recycles 97% of its waste. The facility aims to recycle 100% of its waste by 2025.
Molton Brown Associate Director Global Travel Retail Rosie Cook added, “We’re always working hard to reduce our impact on the planet, especially our plastic footprint and landfill waste.
“We know that sustainability is a vital topic, both for shoppers and within travel retail, and we are delighted that travelling shoppers can now keep replenishing their Hand and Body collections in their favourite fragrances. This is just the latest step in our ongoing efforts to drive sustainability forwards, tackle disposable beauty and deliver luxury fragrances with a conscious care for the world.”
Footnote (1): The Moodie Davitt Report has launched an e-newsletter, Sustainability Curated, in association with L’Occitane. It offers a curated selection of key sustainability stories in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Sustainability’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
Footnote (2): The Moodie Davitt Report has launched an e-newsletter, Beauty Curated, in association with Shiseido. It offers a curated selection of stories focused on the key beauty category in travel retail and beyond.
To subscribe free of charge please email Kristyn@MoodieDavittReport.com headed ‘Curated Beauty’. All stories are permanently archived on this website. If you would like to be added to its mailing list (or to those for any other Moodie Davitt titles), please click here.
