L’Oréal launches largest-ever refillable beauty campaign

CLICHY, France — L’Oréal Groupe has launched the third and largest edition of its global #JoinTheRefillMovement campaign, bringing together 18 brands and 28 products across skincare, fragrance, makeup, and haircare as the company seeks to make refillable beauty a mainstream consumer choice.

Timed to coincide with World Refill Day on June 16, the campaign spans L’Oréal’s Luxe, Consumer Products, Professional Products and Dermatological Beauty divisions. The company said the initiative is its most comprehensive corporate sustainability campaign to date and is designed to help close the gap between consumers’ sustainability intentions and purchasing behavior.

According to a recent Kantar survey cited by L’Oréal, 84% of consumers say they want to make more sustainable choices. The campaign aims to raise awareness of refill options, highlight their practicality, and communicate potential cost savings to shoppers.

Several brands are participating in the initiative for the first time. In the Luxe division, Youth to the People and Helena Rubinstein have joined the campaign alongside products including YSL MYSLF, Prada Paradigme, and Lancôme Génifique. Garnier is making its campaign debut with refill offerings in two Ultra Doux collections, while Redken and L’Oréal Professionnel are expanding their refillable product lines globally. The company’s Dermatological Beauty division is also introducing refillable options from La Roche-Posay, Vichy, and CeraVe.

L’Oréal said participating products feature specific claims detailing material reductions achieved through refill purchases. For example, the company said purchasing a Lancôme Absolue Longevity Soft Cream refill instead of a new jar reduces glass use by 100%, metal by 95%, plastic by 42% and cardboard by 36%.

“What began as a pioneering initiative has grown into one of our most powerful and far-reaching campaigns,” said Blanca Juti, chief corporate affairs and engagement officer at L’Oréal. “With 18 brands and 28 products, we are showing that refillable beauty is for everyone, across every category, every price point and every channel.”

The campaign is supported by L’Oréal’s broader packaging sustainability strategy, including its €100 million L’AcceleratOR program, which invests in emerging packaging technologies and materials. The company said the initiative supports innovations such as seaweed-based packaging, sugarcane-derived bioplastics, and recyclable paper bottles.

L’Oréal has also expanded refill manufacturing capabilities at facilities in France and Spain, supporting fragrance, haircare and skincare products. The company reported that the number of refillable product options it offers increased 3.7-fold between 2019 and 2025.

“As the global beauty leader, our responsibility is to turn circular solutions into worldwide industry reality,” said Ezgi Barcenas, chief corporate responsibility officer at L’Oréal. “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.”