THE WHAT? L’Oréal Groupe has launched the third and largest edition of its global #JoinTheRefillMovement campaign, bringing together 18 brands and 28 refillable products across skincare, fragrance, makeup and haircare to encourage consumers to adopt refillable beauty solutions.
THE DETAILS Timed to coincide with World Refill Day on 16 June, the campaign spans all four of L’Oréal’s divisions and includes several brands participating for the first time, such as Youth to the People, Helena Rubinstein and Garnier. New refillable hero products featured include YSL MYSLF, Prada Paradoxe, Lancôme Génifique and Garnier Ultra Doux collections. The campaign aims to make refill options more visible and accessible through social media and retail partnerships. L’Oréal highlighted that the number of refillable products across its portfolio has increased 3.7-fold between 2019 and 2025, supported by investments in dedicated refill manufacturing facilities and its €100 million L’AcceleratOR programme, which funds next-generation packaging innovations including bio-based plastics, seaweed-derived packaging and recyclable paper bottles.
THE WHY? L’Oréal is seeking to accelerate the adoption of refillable beauty products as part of its broader sustainability strategy, while addressing the gap between consumers’ environmental intentions and purchasing behaviour. According to research cited by the company, 84% of consumers want to make more sustainable choices, but awareness and accessibility of refill options remain barriers. The initiative also supports L’Oréal’s ambitions to advance circular packaging solutions and reduce the environmental impact of beauty packaging.
Source: L’Oréal
