L’Oréal Groupe is launching a groundbreaking global campaign that brings its most iconic beauty brands together with a clear mission: to make refilling your favorite products the new standard in luxury beauty. Ahead of World Refill Day on June 16, #JoinTheRefillMovement invites consumers worldwide to rethink their beauty routines with sustainability at the forefront.
This cross-divisional effort features heavy hitters like Lancôme, Yves Saint Laurent Beauty, Prada, and Kérastase, covering skincare, fragrance, makeup, and haircare. The campaign highlights how refills aren’t just better for the environment but they’re also convenient and economical. For example, choosing a 100 ml refill of Lancôme’s ‘La Vie Est Belle’ Elixir fragrance instead of two smaller bottles reduces glass waste by 73%, plastic by 66%, and cardboard by 61%. These figures show how small changes can make a big impact.
L’Oréal backs its message with substantial action. Since 2019, the group has increased reusable product options by 1621% and now offers nearly half its packaging as refillable, reusable, recyclable, or compostable. Their factories have adapted to support a 17-fold increase in refillable products over the past five years.
The campaign features global ambassadors like Dua Lipa for YSL Beauty and Emma Watson for Prada Beauty, helping to inspire consumers across multiple platforms. Supported by striking ads, social media content, and strong retail partnerships, the initiative makes refill options more visible and accessible than ever.
“This campaign invites consumers everywhere to experience how easy and rewarding it is to make the switch to refills,” says Blanca Juti, Chief Corporate Affairs & Engagement Officer at L’Oréal. “We want refilling to become a seamless part of beauty rituals.”
Ezgi Barcenas, Chief Corporate Responsibility Officer, adds, “Innovation alone isn’t enough. It requires intention and action. That’s why we’re mobilizing brands, partners, and consumers alike to make refills the new norm.”
With over 115 years of expertise and a portfolio spanning 37 international brands, L’Oréal continues to lead the beauty industry toward a more circular, responsible future. The #JoinTheRefillMovement campaign is a clear signal that sustainable beauty is becoming essential and accessible for all.
