The WBeauty refillable range offers customers the flexibility to interchange the various shades and is compatible with the brand’s existing six-pan eyeshadow palette. Image for illustrative purposes. (Photo: Getty Images/ Iryna Veklich)
- Woolworths recently launched WBeauty’s refillable makeup range to reduce packaging waste and promote sustainability.
- The initiative aligns with Woolworths’ vision of zero packaging waste and includes products like eyeshadows and bronzers that can be refilled.
- Earlier this year, the retailer announced that it would be eliminating unnecessary plastics like barrier bags in 12 stores and offer ethically sourced, vegan beauty products.
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The beauty industry is notorious for generating a significant amount of plastic waste, particularly through the packaging of cosmetics and personal care products.
In response to growing environmental concerns, many organisations are advocating for the use of biodegradable packaging to promote sustainability and protect the planet.
South African clothing and grocery retailer Woolworths is taking a slightly different turn by launching WBeauty’s refillable makeup range.
According to the retailer, this initiative aims to reduce unnecessary packaging and encourage the reuse of makeup containers already available to customers.
WBeauty palettes and the refillable godets (Photo: Supplied)
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WBeauty palettes and the refillable godets (Photo: Supplied)
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This launch is a significant milestone in Woolworths’ Good Business Journey, aligning with its vision of achieving zero packaging waste that would otherwise end up in landfills.
“Woolworths has a vision for zero packing waste to landfill, so it was important to us to offer refillable makeup packaging to encourage our customers to reuse the original palette rather than throwing them away once empty.
“The refills are individually packaged godets in recyclable paper sleeves which slot easily into the original palette for continued use,” Woolworths Beauty head of technology and sourcing Laura Naidu told News24.
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The refillable makeup range includes eyeshadows, bronzers, powdered blushers, pressed powders, and shimmer bricks.
By offering products that can be refilled, Woolworths provides customers with high-quality items while also making a concerted effort to minimise wasteful packaging.
“By introducing refillable options, we are not only providing our customers with exceptional quality products but also taking a definitive step towards reducing unnecessary packaging.
“Additionally, all Woolworths beauty products are made with ethically sourced ingredients, are 100% vegan, and endorsed by Beauty Without Cruelty, ensuring that our WBeauty range not only makes our customers look and feel good but also contributes to a more sustainable future,” said Naidu.
Sustainable practice
With many companies fostering environmentally friendly and sustainable practices, Woolworths is among those making significant changes for a greener environment.
In line with its vision of zero packaging waste to landfill, the retailer announced earlier this year that it would be removing unnecessary plastic in some of its stores.
This includes eliminating the use of barrier bags—single-use soft plastic bags typically used to contain loose fruits, vegetables, deli items, and more—at 12 of its stores.
Before this, Woolworths had already committed to going greener by introducing more sustainable options. These include eliminating plastic items such as cutlery, lollipop sticks, cotton bud sticks, and single-use shopping bags, opting instead for reusable bags at all its stores.
