WRAP’s ambition is to make reusable and refillable packaging mainstream and is focused on driving innovation and collaboration in reuse systems across the UK through the UK Packaging Pact, the successor to The UK Plastics Pact
Since 2025, WRAP have been supporting the British Beauty Council’s Refill & Reuse taskforce, an industry group of experts, to champion reuse and refill as a circular packaging model.
The playbook is a collaborative project, designed to demystify reusable packaging systems for beauty brands at the beginning of their journey. Moving beyond aspiration to action, it provides practical frameworks to assess where they are, real world case studies from pioneers like M&S/Reposit and Tesco/Loop, and practical guidance on embedding behaviour change into reusable packaging systems to reduce consumer barriers.
Key findings
This guide will support you kick-start business conversations around current packaging practices, and the pressure points preventing change. Each chapter contains relevant information including:
- The business case of moving away from linear packaging systems
- Case studies from brands with active reuse and refill schemes
- Key considerations and implications of choosing the right model for you
- The behavioural science behind consumer adoption and case
- The UK and EU packaging regulatory landscape.
It concludes with interactive sections that can guide internal strategic conversations to help build the business case for why transitioning away from single use to reusable packaging is vital.
With thanks to British Beauty Council and members of the Reuse & Refill taskforce: Malaika Oyortey (WRAP), Jo Chidley (Beauty Kitchen), Ruth Andrade (Lush), Harry McIlwraith (Upcycled Beauty), and Eva Lagarde (re/sources).
Download the playbook on the British Beauty Council website