L'Oréal is strengthening its commitment to refillable packaging with the third edition of #JoinTheRefillMovement, the global campaign designed to expand the adoption of refill systems across the beauty sector.
This year’s initiative brings together four Group divisions, 18 brands and 28 products spanning skincare, fragrances, make-up and haircare, making it the most extensive sustainability campaign ever undertaken by L’Oréal. At the heart of the initiative are refill solutions, which the company sees as a practical way to reduce material consumption and promote more circular models within cosmetic packaging.
Educating consumers
The consumer demand for sustainable beauty solutions has never been clearer. According to a recent international KANTAR survey, 84% of consumers want to make more sustainable choices. Yet awareness of refills and the gap between intention and action remain challenges that this campaign directly addresses: driving discoverability, reassuring on practicality and performance, and making the price advantage clear.
Each product in the campaign carries its own specific claim, giving consumers a precise measure of the impact of their choice from the first refill. For example, buying one Lancôme Absolue Longevity Soft Cream Refill instead of repurchasing the standard jar helps to reduce 100% glass, 95% metal, 42% plastic and 36% cardboard.
Investments supporting the initiative
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.
"As the global beauty leader, our responsibility is to turn circular solutions into worldwide industry reality" - stated Ezgi Barcenas, Chief Corporate Responsibility Officer at L'Oréal - “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".
