CLICHY, France — L’Oréal Groupe has launched the largest edition of its global #JoinTheRefillMovement campaign, expanding its refillable beauty initiative across 18 brands and 28 products.
Timed to coincide with World Refill Day on June 16, the campaign spans skincare, fragrance, makeup and haircare and includes products from L’Oréal’s Luxe, Consumer Products, Professional Products and Dermatological Beauty divisions.
The company said the initiative is designed to help consumers make more sustainable purchasing decisions by increasing awareness and accessibility of refill options both in stores and online. According to a Kantar survey cited by L’Oréal, 84% of consumers want to make more sustainable choices.
New participants in this year’s campaign include Garnier, Youth to the People and Helena Rubinstein, while brands such as La Roche-Posay, Vichy, CeraVe, Redken and L’Oréal Professionnel are also expanding refill offerings.
“What began as a pioneering initiative has grown into one of our most powerful and far-reaching campaigns,” said Blanca Juti, chief corporate affairs and engagement officer at L’Oréal. “With 18 brands and 28 products, we are showing that refillable beauty is for everyone, across every category, every price point and every channel.”
The campaign is part of L’Oréal’s broader sustainability strategy, supported by its €100 million L’AcceleratOR program, which invests in next-generation packaging technologies. The company said the number of refillable products it offers has increased 3.7-fold between 2019 and 2025.
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