L’Oréal scales up global refill initiative in major circular economy drive 

USA – L’Oréal has launched the third and most ambitious edition of its global #JoinTheRefillMovement campaign, marking its biggest corporate sustainability initiative ever by uniting all four divisions, 18 brands, and 28 refillable products across skincare, fragrance, makeup, and haircare to make refillable beauty mainstream. 

This 2026 campaign, launched on World Refill Day (June 16, 2026), confirms that refillable beauty is no longer a niche choice but the obvious one, with refill options available across the Luxe, Consumer Products, Professional Products, and Dermatological Beauty divisions. 

Several brands are joining for the first time, including Youth to the People and Helena Rubinstein in Luxe with new hero products like YSL MYSLF, Prada Paradoxe, and Lancôme Génifique; Garnier in Consumer Products with Ultra Doux collections; Redken and L’Oréal Professionnel in Professional Products; and La Roche-Posay, Vichy, and CeraVe in Dermatological Beauty offering refillable dermatological skincare solutions.

The campaign directly addresses a critical challenge highlighted by a recent KANTAR survey: 84% of consumers want to make more sustainable choices, yet awareness of refills and the gap between intention and action remain barriers.

L’Oréal tackles this by driving the discoverability of refill options, reassuring consumers about practicality and performance, and making the price advantage clear, since refills are better for your wallet. 

Each product carries a specific claim, giving consumers a precise measure of impact from the first refill, such as buying one Lancôme Absolue Longevity Soft Cream Refill instead of repurchasing the standard jar, which helps reduce 100% glass, 95% metal, 42% plastic, and 36% cardboard, immediate, measurable reductions rather than projections.

Blanca Juti, Chief Corporate Affairs & Engagement Officer at L’Oréal, stated that what began as a pioneering initiative has grown into one of the company’s most powerful and far-reaching campaigns, showing that refillable beauty is for everyone across every category, price point, and channel, helping consumers choose a refill not as a sacrifice but as the better option with less impact on the planet and better value for their wallet.

Ezgi Barcenas, Chief Corporate Responsibility Officer, emphasized that as the global beauty leader, L’Oréal’s responsibility is to turn circular solutions into worldwide industry reality, requiring fundamental evolution across the entire value chain from supply chain to product design to retailer partnerships and consumer engagement . 

L’Oréal has invested significantly in refill manufacturing capabilities, with dedicated facilities at Gauchy and Aulnay for fragrances, Burgos for haircare, and Vichy for skincare, driving the number of refillable options offered by the Group to rise 3.7-fold between 2019 and 2025. 

The campaign is enabled by L’Oréal’s €100 million L’AcceleratOR programme investing in scaling next-generation packaging materials including seaweed-based packaging, bio-plastics derived from sugarcane, and recyclable paper bottles . 

The 2026 campaign builds on previous years’ momentum by activating more brands across social media, working in ever-closer partnership with retail partners to ensure refill options are visible and easy to access in-store and online, and making refill options more visible through social media and retail partnerships.

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