YSL Beauty has joined L’Oréal Group’s global ‘Join the Refill Movement’ campaign as the skin care and cosmetics brand seeks to make refills the new standard for luxury.
It marks the third time YSL Beauty, which L’Oréal owns, has participated in the French beauty giant’s #jointherefillmovement – an initiative aiming to make beauty refill options the new norm.
This has coincided with World Refill Day on 16 June, a global day of action for accelerating the shift away from single-use plastics.
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YSL Beauty stated it is doubling down on World Refill Day to raise awareness among both employees and consumers that “sustainable beauty is not a moment, but a movement”, a company statement read.
This will see the brand launch an employee advocacy and awareness campaign across more than 15 global markets, which forms part of its ‘Reduce our Impact’ sustainability mission.
YSL Beauty’s push for a new refillable standard in luxury is being headed up by Dania Blin, the brand’s recently appointed Global Sustainability & Science Director – who joined from skin care brand Biotherm, where she was Sustainability Director.
“True luxury is defined not by excess, but by the conscious intention to make products that are highly desirable, collectable and lasting,” Blin told Cosmetics Business.
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