L’Oréal Groupe has launched the third edition of its global #JoinTheRefillMovement campaign. The movement marks the group’s extensive sustainability initiative to date and reinforces its commitment to making refillable beauty more accessible across categories, brands and price points.
Timed to coincide with today’s (16 June) World Refill Day, the campaign brings together four divisions, 18 brands and 28 products, representing the largest corporate sustainability campaign in the beauty group’s history.
The initiative aims to address the gap between consumer intentions and purchasing behaviour by increasing awareness of refillable products and improving their visibility both in-store and online through closer collaboration with retail partners.
According to a recent Kantar survey cited by L’Oréal Groupe, 84% of consumers want to make more sustainable choices. The company said the latest campaign focuses on improving discoverability, highlighting product performance and practicality, and communicating the cost advantages associated with refills.
The 2026 edition significantly broadens participation across the group’s portfolio.
Within L’Oréal Luxe, the campaign now encompasses ten brands, with Youth to the People and Helena Rubinstein joining for the first time. Hero products such as YSL MYSLF, Prada Paradigme and Lancôme Génifique are now available in refillable formats.
L’Oréal Dermatological Beauty has introduced refills for La Roche-Posay, Vichy and CeraVe, marking the first time dermatological skincare brands have been incorporated into the campaign.
The Consumer Products Division has introduced refill options across Garnier’s two Ultra Doux collections.
The Professional Products Division has expanded its refill offer with Redken and L’Oréal Professionnel, including the roll-out of Metal DX in China.
A key element of the initiative is the use of product-specific impact metrics designed to help consumers understand the environmental benefits of choosing refills. L’Oréal noted that purchasing a Lancôme Absolue Longevity Soft Cream Refill instead of a standard jar reduces material usage by -100% glass, -95% metal, -42% plastic and -36% cardboard.
The campaign is supported by continued investment in refill manufacturing capabilities across L’Oréal’s global production network. Dedicated refill facilities have been established at Gauchy and Aulnay for fragrances, Burgos for haircare and Vichy for skincare products.
As a result, the number of refillable products offered by the group increased 3.7x between 2019 and 2025.
L’Oréal is also advancing innovation through its €100 million L’AcceleratOR programme, which supports start-ups and emerging technologies focused on next-generation packaging solutions. Areas of exploration include seaweed-based materials, sugarcane-derived bioplastics and recyclable paper bottle formats.
The company said the campaign reflects its ambition to make refillable beauty a mainstream choice across the beauty sector, positioning refills as an increasingly accessible option for consumers worldwide.
As the campaign launches globally, L’Oréal is inviting consumers and partners alike to participate in what it describes as a growing movement towards more circular beauty consumption through #JoinTheRefillMovement.
“What began as a pioneering initiative has grown into one of our most powerful and far-reaching campaigns,” commented L’Oréal Groupe Chief Corporate Affairs & Engagement Officer Blanca Juti.
“With 18 brands and 28 products, we are showing that refillable beauty is for everyone, across every category, every price point and every channel. We are helping consumers make one straightforward change: to choose a refill. Not as a sacrifice, but as the better option. Less impact on the planet, better for your wallet.”
L’Oréal Groupe Chief Corporate Responsibility Officer Ezgi Barcenas commented, “As the global beauty leader, our responsibility is to turn circular solutions into worldwide industry reality.
“Making refills the new norm requires a fundamental evolution across our entire value chain, from supply chain to product design to retailer partnerships and consumer engagement.
“Combined with our L’AcceleratOR programme, we are continuously identifying, piloting and scaling the breakthrough technologies that will define next-generation packaging materials and systems.” ✈
| The Moodie Davitt Report Brands Director Hannah Tan spoke with L’Oréal Groupe, Global Sustainability and Scientific Director for YSL Beauty Dania Blin in an exclusive interview to mark #WorldRefillDay.
The Moodie Davitt Report: What does success look like in changing consumer behaviour, and what needs to happen across the wider beauty industry for refills to move from a niche sustainability initiative to the norm? Dania Blin: An indication of success will be in transitioning consumer behaviour by transforming the act of refilling from a conscious effort into a permanent, effortless and second-nature habit. There is a clear desire among modern consumers for beauty that mirrors their personal values, with 78% actively seeking beauty products that align with their beliefs. However, a gap remains between intention and action. Many consumers are still unaware of available refill options. To overcome this, refills must become front of mind and accessible – making the refill routine an intuitive, everyday norm rather than an exception. 78% of consumers want beauty products that reflect their values, yet only 42% are aware of refill options. How is YSL Beauty working to bridge that gap between consumer intention and consumer action? We aim to support consumers in changing habits and accessibility through communication and advocacy. We acknowledge our role in driving shift and are deeply committed to play our part to bridge this gap. To do so YSL Beauty is taking a proactive approach to building awareness. This includes leveraging global employee advocacy, mobilising ambassadors and maximising visibility at the point-of-sale. |
