L'Oréal Wants You To #JoinTheRefillMovement And Make Beauty More Sustainable
You can now refill your skincare, makeup, fragrance, and haircare!
Cover image via This World Refill Day, L'Oréal is launching its first-ever global #JoinTheRefillMovement campaign
Bringing together some of the world's most iconic beauty brands, L'Oréal aims to promote a simple but powerful idea: switching to refillable products is better for the planet and your wallet.
With names like Lancôme, Giorgio Armani Beauty, Yves Saint Laurent, Kiehl's, Mugler, Maison Margiela Fragrances, Prada Beauty, and more on board, this isn't a niche initiative. We're talking a full-on movement across skincare, makeup, fragrance, and haircare.
The campaign spans digital ads, social media, and major retail partners to drive one message home: refills are in, waste is out.
According to L'Oréal, while 78% of consumers say they want to buy more sustainable beauty products, many still aren't aware that refills are an option
Many people aren't even aware of just how much they can reduce environmental impact by switching to refills.
Take this for example: choosing a 100ml refill of La Vie Est Belle Elixir instead of rebuying two 50ml bottles helps you save up to 73% glass, 66% plastic, and 61% cardboard.
Blanca Juti, L'Oréal's Chief Corporate Affairs & Engagement Officer, said the goal is to show consumers "how easy and rewarding it is to make the switch to refills and incorporate them into their regular beauty routines".
Image via L'Oréal
For L'Oréal, this campaign isn't just a marketing moment; it's part of a larger shift towards more circular, sustainable beauty
In fact, the company has retooled its global manufacturing sites to support a 17-fold increase in refillable product options over the last five years.
"As the global beauty leader, we have a responsibility to create more circular solutions and set a new industry standard," said Ezgi Barcenas, Chief Corporate Responsibility Officer at L'Oréal.
"Achieving this vision at scale demands more than innovation, it requires intention and action. That is why we are mobilising our brands, our business partners, and our consumers to make refills the new norm," Barcenas explained.
Whether it's your favourite shampoo, luxe perfume, or skincare essential, L'Oréal wants you to make refilling the new normal
So next time you're topping up your beauty stash, look out for refillable options. You'll be saving money, cutting down waste, and joining a movement that's good for the planet (and your shelf aesthetic).
Ready to #JoinTheRefillMovement? Keep an eye out in stores and online to see how your favourite brands are making the switch easier than ever.
Image via L'Oréal (Provided to SAYS)
