Fragrance retailer The Perfume Shop has partnered with beauty giant L'Oréal to launch the first multi-brand fragrance refill station in the United Kingdom.

Housed within The Perfume Shop's Victoria Centre store in Nottingham, the refill station offers popular fragrances from L'Oréal's portfolio, including YSL, Prada, Armani, Mugler, and Lancôme.

"Nottingham has a fresh, broad range in their demographic. It's a great city with lots to offer, so [it] is the perfect location for the multi brand refill station," Gill Smith, managing director at The Perfume Shop, said in a statement. "We can't wait to see where this partnership with L'Oréal goes in the future."

Consumers can refill bottles 30 milliliters or larger at the station, saving them an average of 29% in comparison to purchasing brand new fragrance bottles. 

 L'Oreal logo (Photo : Getty Images/BERTRAND GUAY/AFP)
In this photo taken on February 16, 2018 shows a board with the L'Oreal logo outside of the L'Oreal plant, in Lassigny. Cosmetics maker L'Oreal will pay 320 million euros after they reached a settlement with French tax authorities.

The fragrance company, together with L'Oréal, introduced the refill station in response to the growing need for sustainable beauty products and the environmental concerns expressed by consumers.

"We're delighted to be introducing the UK's first multi brand fragrance refill station, especially in the thriving Nottingham store," Smith stated. "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."

The Perfume Shop reported a 23% increase in demand for refillable fragrances and a 9% rise for non-refillable ones amid a surge in environmentally-conscious consumers. 

For L'Oreal U.K. and Ireland luxe managing director James Rickards, the partnership aligns well with their company's goals.

"Sustainability is at the heart of our business. 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," Rickards said. "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!"

The launch marks just the latest of The Perfume Shop's initiatives aimed at reducing waste and championing sustainability.

Last month, the fragrance retailer implemented a return and repurpose initiative, resulting in 6,809 perfume bottles being brought back to its stores, as reported by Sustainability Beat.

"From stores, all the way to head office, we ensure all our staff are aware of the changes we have in place keep waste to a minimum," Smith said.