L'Oréal Launches Its Largest-Ever Refill Campaign: #JoinTheRefillMovement – Beauty, Repeated

L'Oréal is launching the third and most ambitious edition of #JoinTheRefillMovement: a historic, large-scale corporate sustainability campaign uniting 4 divisions, 18 brands, and 28 products worldwide.

Aligned with World Refill Day on June 16, this campaign spans skincare, fragrances, makeup, and haircare, aiming to bridge the 'intention-action gap' faced by 84% of consumers who want to make more sustainable choices.

Refill products are part of L'Oréal’s broader packaging sustainability goals and are directly supported by the group’s €100 million 'L'AcceleratOR' program, which includes investments in scaling next-generation packaging materials.

L'Oréal Group, the world’s largest cosmetics company, is launching its third and most ambitious global refill promotion campaign, #JoinTheRefillMovement, on June 16 local time. With 4 divisions, 18 brands, and 28 products participating, this is the most comprehensive sustainability campaign in the group’s history, reaffirming globally that refill should be the default choice—even in luxury beauty.

This year’s campaign, timed for World Refill Day on June 16, builds on previous momentum. More brands will engage consumers via social media and strengthen retail partnerships to make refill options more visible and accessible both in-store and online.

Consumer demand for sustainable beauty solutions is stronger than ever globally. According to a recent international survey by research firm KANTAR, 84% of consumers say they want to make more sustainable choices. While refill is already a common consumer behavior in markets like Japan, many others still face challenges in awareness and converting intent into action. This campaign addresses those barriers by increasing visibility, reinforcing product performance and usability, and clearly communicating cost benefits.

The 2026 campaign reflects L'Oréal’s belief that refillable beauty options must be universal—available across all price points, consumer touchpoints, and all four divisions:

The L'Oréal Luxe division expands to 10 brands, including first-time participants Youth to the People and Helena Rubinstein, and new flagship products like YSL Beauty MYSLF, Prada Paradox, and Lancôme Génifique. This reinforces eco-conscious choices in the luxury segment (partial launch in Japan).

The L'Oréal Consumer Products division welcomes Garnier, introducing refill options in two Ultra Doux collections, marking its first participation in the #JoinTheRefillMovement campaign.

The L'Oréal Professional Products division expands globally with Redken and L'Oréal Professionnel (some products not available in Japan).

The L'Oréal Dermatological Beauty division unites La Roche-Posay, Vichy, and CeraVe, offering refill solutions for dermatological skincare for the first time (not available in Japan).

In Japan, multiple brands across divisions—including luxury lines—will participate, launching point rewards and container return campaigns to establish refill as the new norm, especially in luxury cosmetics and fragrances.

Each participating product features specific impact messaging, enabling consumers to understand the tangible benefits of their first refill. For example, choosing the Lancôme Absolue Soft Cream refill instead of the standard jar reduces glass by 100%, metal by 95%, plastic by 42%, and cardboard by 36%. These are not projections—they are immediate, measurable reductions.

Blanca Juti, Chief Corporate Affairs & Engagement Officer at L'Oréal, said:

"What began as an innovative initiative has grown into one of our most powerful and far-reaching campaigns by its third edition. Through 18 brands and 28 products, we are demonstrating that refillable beauty choices belong to everyone—across all categories, price points, and channels. We are empowering consumers to make a simple change: choosing refill is a better choice for the planet and for their wallets."

Ezgi Barcenas, Chief Corporate Responsibility Officer at L'Oréal, added: "As a global leader in beauty, it is our responsibility to make circular solutions the new global norm in the industry. Making refill the new standard requires fundamental evolution across the entire value chain—from supply chain and product design to retail partnerships and consumer engagement. Combined with our L’AcceleratOR program, we are continuously identifying, testing, and scaling breakthrough technologies that define the next generation of packaging materials and systems."

The campaign is further strengthened by L'Oréal’s investments in refill manufacturing, including expanded dedicated refill production capacity at factories in Gonesse and Orne for fragrances, Burgos for haircare, and Vichy for skincare. As a result, the number of refill options offered by the group has increased 3.7-fold between 2019 and 2025. This is complemented by L’AcceleratOR, L'Oréal Group’s program supporting startups and innovators exploring next-generation packaging solutions such as algae-based packaging, sugarcane-based bioplastics, and recyclable paper bottles.

Turning refillable beauty into a major global movement—by 2026, this call will reach everyone. #JoinTheRefillMovement

Download link: #JOINTHEREFILLMOVEMENT 2026 Visual Assets