Prime Highlights
- L’Oréal has launched its largest-ever #JoinTheRefillMovement campaign featuring 18 brands and 28 products.
- The initiative aims to make refillable beauty more accessible across price points and product categories.
Key Facts
- The campaign coincides with World Refill Day and spans all four of L’Oréal’s business divisions.
- The company increased its refillable product offerings by 3.7 times between 2019 and 2025.
Background
L’Oréal Groupe has launched the third edition of its global #JoinTheRefillMovement campaign, expanding the initiative to its largest scale yet as the company seeks to make refillable beauty products a mainstream consumer choice.
The campaign brings together 18 brands and 28 products across L’Oréal’s four business divisions, making it the company’s most comprehensive sustainability initiative to date. Timed to coincide with World Refill Day, the programme aims to increase awareness of refill options and encourage consumers to adopt more sustainable purchasing habits.
According to L’Oréal, growing consumer interest in environmentally responsible products is driving demand for refill solutions. The company cited research showing that a large majority of consumers want to make more sustainable choices but often face challenges related to awareness and accessibility.
This year’s campaign includes new brands and products across luxury, consumer, professional and dermatological beauty categories. Participating brands include Lancôme, Yves Saint Laurent, Prada, Garnier, Redken, L’Oréal Professionnel, La Roche-Posay, Vichy and CeraVe.
L’Oréal said refillable products help reduce the use of packaging materials such as glass, metal, plastic and cardboard. The company is also working with retail partners to improve the visibility of refill options in stores and online.
To support the initiative, L’Oréal has expanded manufacturing capabilities dedicated to refill products across fragrance, haircare and skincare categories. The company reported that the number of refillable options in its portfolio increased 3.7 times between 2019 and 2025.
The campaign forms part of L’Oréal’s broader sustainability strategy, which includes investment in next-generation packaging technologies through its L’AcceleratOR programme. The company said innovations such as bio-based materials and recyclable packaging solutions will help advance circular beauty practices in the years ahead.
