The Perfume Shop and L’Oréal have joined forces to launch the first multi-brand fragrance refill station in the UK. The fragrance retailer and the beauty giant aim to better meet the growing demand for environmentally friendly options.

Located in The Perfume Shop’s Victoria Centre, Nottingham store, the refill station includes a selection of best-selling fragrances from L’Oréal’s portfolio such as YSL, Prada, Lancôme, Armani and Mugler [1]. It has been designed to fit within The Perfume Shop’s store look and feel, with use of the same materials.

All size bottles from 30ml upwards of the selected brand on offer can be refilled at the fragrance station. On average consumers will save 29% when choosing refillable options.

We’re delighted to be introducing the UK’s first multi brand fragrance refill station, especially in the thriving Nottingham store. Sustainability for The Perfume Shop is so important to us as a business and we know that fragrance is leading innovation in the market for refillable prestige beauty products,” said Gill Smith, managing director from The Perfume Shop. “Nottingham has a fresh, broad range in their demographic. It’s a great city with lots to offer, so is the perfect location for the multi brand refill station. We can’t wait to see where this partnership with L’Oréal goes in the future.

According to The Perfume Shop, demand for refillable fragrances is growing, up 23%, compared to +9% for non-refillable fragrances.

This innovation is an important step in making refills accessible both in store with our multi-brand fountain, and at home with our strong portfolio of refill cartridges. Our luxury refillable fragrances don’t just benefit the environment but also our consumers, because the more they refill their fragrances, the more money they save too,” added James Rickards, luxe managing director from L’Oréal UK & Ireland.

Agenda: The main trends and innovations in the global fragrance market will be among the topics discussed at the next edition of the Fragrance Innovation Summit. Details and registrations: