Over the last five years, L'Oréal Groupe has modified its manufacturing sites to power a 17x increase in the number of refillable packaging options across its brands. Yet, while 78% of shoppers are interested in more sustainable products, there is a need to raise more awareness of L'Oreal's refillable options.
In response, the beauty giant is launching its first global multi-brand campaign, #JoinTheRefillMovement, to inspire consumers to embrace refillable beauty products and contribute to a more sustainable future.
Timed with World Refill Day on June 16, 2025, the campaign unites brands like Lancôme, Armani Beauty and Kiehl’s to promote the environmental and economic benefits of refills, aiming to make sustainable beauty the new norm.
Refill Formats: Sustainability Gains and Recycling Challenges
Depending on the brand and format, L'Oreal's brands leverage refill formats such as pouches, pods and nozzled bottles. Packaging material savings can reach 60% or greater.
To illustrate, a 100 ml refill can replace two 50 ml bottles of La Vie Est Belle Elixir fragrance, creating a 73% savings of glass, 66% savings of plastic and 61% savings of cardboard.
While material reductions are an advantage, pouch and pod formats are not always curbside recyclable.
"Refill pouches are emerging as a cost-effective, convenient alternative to rigid plastics in various sectors such as food, beverages, beauty and home care," Euromonitor reported last year. "These reduce plastic use, but their recyclability is a concern, considering their forecasted 4% CAGR from 2022-2027."
#JoinTheRefillMovement Promotes Sustainable Beauty Practices
L'Oréal Groupe's #JoinTheRefillMovement campaign spans brans like Lancôme, Armani Beauty, Yves Saint Laurent Beauty, Kiehl’s, Mugler, Maison Margiela Fragrances, Prada Beauty, Valentino Beauty, L’Oréal Paris, Kérastase, L’Oréal Professionnel and La Roche Posay, encompassing ads, social media content and consumer participation using the flagship hashtag.
“This campaign brings together some of our most iconic brands to invite consumers everywhere to #JoinTheRefillMovement,” said Blanca Juti, chief corporate affairs and engagement officer at L’Oréal. “We’d love consumers around the world to experience how easy and rewarding it is to make the switch to refills and incorporate them into their regular beauty routines.”
“As the global beauty leader, we have an opportunity, as well as 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 mobilizing our brands, our business partners, and our consumers to make refills the new norm.”
