The launch of the program is part of the retailer’s strategy to solve a problem that the beauty sector largely contributes to — the generation of billions of pieces of plastic that end up in landfills and oceans around the world.
According to The Body Shop, the use of refillable bottles can help reduce 25 tonnes of plastic waste every year as the average consumer uses 32 plastic bottles for products such as shampoo and conditioner and shower gels annually.
As step one of a five-year plan, the retailer is aiming to have 49% of all U.S. locations equipped with refill stations by the end of 2022 in cities including Austin, Atlanta, Chicago, Denver, Los Angeles, New York and Orlando. The company operates some 400 stores globally.
“The foundation of The Body Shop’s environmental activism was born out of ideas like these, when our founder, Dame Anita Roddick, refilled her first bottle out of necessity in 1976,” said Hilary Lloyd, vice president of marketing and values, North America. “Our customers have been eagerly awaiting for refills to return to The Body Shop. We’re thrilled to be embracing a circular economy approach and provide this sustainable alternative.”