L'Oréal called on consumers around the world to #JoinTheRefillMovement in its biggest ever campaign for refillable beauty

The 2026 campaign reflects L'Oréal's conviction that refillable beauty must be universal, available at every price point, and across all product categories. This commitment spans all four of the company's Divisions: spearheaded by L'Oréal Luxe, which is setting a new standard for luxury beauty refills across fragrances and skincare; L'Oréal Dermatological Beauty, offering refillable solutions from brands recommended by dermatologists; the Professional Products Division, providing premium refillable haircare; and the Consumer Products Division, which brings mass-market brands into the movement.

• L'Oréal Groupe is taking its #JoinTheRefillMovement campaign to its third year with its largest-ever collaboration and unwavering commitment. This is the biggest corporate sustainability campaign ever, encompassing four product divisions, 18 brands, and 28 products, including several products joining the campaign for the first time.
• This campaign, launched to celebrate World Refill Day on June 16th, encompasses skincare, fragrance, makeup, and hair care products and is designed to bridge the gap between 'intention' and 'action' of consumers, with over 84% indicating a desire for more environmentally friendly and sustainable choices.
• Refillable packaging is part of L'Oréal's larger goal of packaging sustainability, directly supported by the company's €100 million L'AcceleratOR program, which includes investments to drive and scale the production of next-generation packaging materials for widespread practical use.
• In Thailand, L'Oréal Groupe offers refillable versions of over 50 products across all four product divisions, with plans to increase that number.

This year's campaign is bigger than ever, coinciding with World Refill Day on June 16th, bringing together 28 different brands to create buzz on the company's social media platforms. Leading the way is L'Oréal Luxe, setting new standards for refilling luxury beauty products, including fragrances and skincare; L'Oréal Dermatological Beauty, offering refill options from dermatologist-trusted brands; the Professional Products Division, providing premium hair care refills; and the Consumer Products Division, featuring popular brands.

L'Oréal refill products come with clear tangible results so consumers can immediately measure the impact of their eco-friendly decisions from the very first refill, without having to guess or rely on promises, for example.

• Lancôme Absolue Longevity Soft Cream: Buying one refill instead of a new jar reduces glass usage by 100%, metal by 95%, plastic by 42%, and cardboard by 36%.
• YSL Libre EDP Perfume: Buying a 100ml refill instead of two new 50ml bottles reduces the use of metal by 100%, plastic by 59%, glass by 58%, and cardboard by 42%.
• Kérastase Elixir Ultime or Chronologiste hair oil: Refills are available indefinitely, reducing glass usage by 100% and plastic usage by 58%.
• For CeraVe Moisturizing Lotion (large bottle) or facial and body cleanser: Choose the 473ml refill pouch instead of a new pump bottle to reduce plastic use by 77%.

Blanca Juti, Chief Corporate Affairs and Communications Officer of L'Oréal Groupe, said, "What began as a pioneering initiative has grown into one of our most powerful and far-reaching campaigns. 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."

Ezgi Barcenas, Chief Corporate Social and Environmental Officer of L'Oréal Groupe, said, "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.” 

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The campaign is further supported by L'Oréal's investment in refill manufacturing, including dedicated refill capabilities at Gauchy and Aulnay for fragrances, Burgos for haircare and Vichy for skincare.  As a result, the number of refillable options offered by the Group has risen 3.7-fold between 2019 and 2025. This is complemented by the Group's L'AcceleratOR programme, which supports startups and innovators exploring next-generation packaging solutions, including seaweed-based packaging, bio-plastics derived from sugarcane and recyclable paper bottles. 

In Thailand, L'Oréal Groupe delivers sustainable beauty alternatives through more than 50 refillable products spanning all business divisions. Thai consumers can easily transition to refillable packaging with their favorite daily beauty essentials. This includes skin-barrier heroes like CeraVe, cleansing gels from La Roche-Posay, legendary serums and creams from Lancôme and Kiehl's, as well as luxury fragrances from YSL and Giorgio Armani. In collaboration with retail partners and platforms, L'Oréal is launching awareness and promotional campaigns to champion the refill movement. By offering these eco-friendly choices, L'Oréal continues to deliver on its sustainability commitments, creating the beauty that moves the world. 

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