In a powerful push toward more sustainable beauty practices, L’Oréal Groupe—the world’s leading beauty company—has announced the launch of its first-ever global, multi-brand, multi-category, multi-channel campaign: #JoinTheRefillMovement.
Unveiled ahead of World Refill Day on June 16, the campaign is a rallying call for consumers to embrace refills as a modern beauty ritual and a meaningful step toward a circular economy. L’Oréal is mobilizing a formidable line-up of its most iconic brands, including 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, to lead the charge.
The campaign blends striking advertising, dynamic social media content, and the powerful hashtag #JoinTheRefillMovement to spark global consumer engagement. Supported by major retail partners, it aims to boost awareness around the growing number of refillable beauty products now available in the market.
With 78% of consumers showing interest in purchasing more sustainable products, the campaign addresses a crucial gap: while intent is high, awareness of refill options remains low. Through this initiative, L’Oréal shines a spotlight on the environmental and economic benefits of refills. A striking example highlights that purchasing a 100ml refill of La Vie Est Belle Elixir fragrance instead of two 50ml bottles can save 73% of glass, 66% of plastic, and 61% of cardboard—underscoring the impact of small changes in everyday beauty routines.
“This campaign brings together some of our most iconic brands to invite consumers everywhere to #JoinTheRefillMovement,” said Blanca Juti, Chief Corporate Affairs & 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.”
Ezgi Barcenas, L’Oréal’s Chief Corporate Responsibility Officer, emphasized the broader industry implications: “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. Achieving this vision at scale demands more than innovation – it requires intention and action.”
The campaign reflects L’Oréal’s long-standing commitment to sustainability. Over the past five years, the company has made significant investments in its manufacturing infrastructure, enabling a 17-fold increase in the availability of refillable options—including some of the world’s top-selling fragrances for both men and women.
By aligning with World Refill Day, L’Oréal aims not only to raise awareness but to drive behavior change. This initiative marks a significant milestone in the brand’s ongoing mission to reduce waste and embed sustainability into the heart of the beauty industry.
With #JoinTheRefillMovement, L’Oréal is not just reshaping routines—it’s rewriting the future of beauty.
