L’Oréal Groupe has unveiled its biggest campaign for refillable beauty to help address the gap between intention and action.
The third edition of the French beauty giant’s #jointherefillmovement – an initiative aiming to make beauty refill options the new norm – launches to coincide with World Refill Day on 16 June, a global day of action for accelerating the shift away from single-use plastics.
This year, all four of L’Oréal’s business divisions (Luxe, Dermatological, Consumer Products and Professional) are taking part in the company campaign to spotlight that refillable beauty is “no longer a niche choice, but the obvious one”.
Refillable options are available across 18 brands (including CeraVe, La Roche-Posay and Lancôme), spanning 28 products, making it the most “comprehensive corporate sustainability campaign” in the company’s history.
The number of refillable options offered by L’Oréal has risen 3.7-fold between 2019 and 2025.
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L’Oréal’s 2026 #jointherefillmovement campaign aims to build on the momentum of previous years, with even more of its brands activating across social media, and working in closer partnership with retail partners to ensure refill options are visible and easy to access.
This is in response to 84% of consumers wanting to make more sustainable choices, according to an international survey by market research company Kantar.
Yet, awareness of refills and the gap between intention and action remain challenges that L’Oréal’s campaign aims to address.
Ten brands are taking part from L’Oréal’s Luxe Division, with Youth to the People and Helena Rubinstein joining the movement for the first time, alongside hero items such as YSL Myslf, Prada Paradigme and Lancôme Génifique.
L’Oréal’s Dermatological Beauty Division is also offering refillable solutions to dermatological skin care for the first time, from brands such as La Roche-Posay, Vichy Laboratoires and CeraVe.
CeraVe is now part of the #jointherefillmovement
Each product in the campaign carries its own specific claim too, which L’Oreal said in a statement gives consumers “a precise measure of the impact of their choice from the first refill”.
For example, buying one Lancôme Absolue Longevity Soft Cream Refill instead of repurchasing the standard jar helps to reduce 100% glass, 95% metal, 42% plastic and 36% cardboard.
Garnier also joins the movement from the company’s Consumer Products Division, entering with refills across two Ultra Doux collections.
Meanwhile, L’Oréal’s Professional Products Division continues to scale globally with Redken and L'Oréal Professionnel, including Metal DX for the Chinese market.
"As the global beauty leader, our responsibility is to turn circular solutions into worldwide industry reality," said Ezgi Barcenas, Chief Corporate Responsibility Officer at L'Oréal.
“Making refills the new norm requires a fundamental evolution across our entire value chain, from supply chain [and] product design, to retailer partnerships and consumer engagement.
“Combined with our L’AcceleratOR programme, we are continuously identifying, piloting and scaling the breakthrough technologies that will define next-generation packaging materials and systems.”
L’Oréal invests in refill manufacturing, including dedicated refill capabilities at its Gauchy and Aulnay plants for fragrances, Burgos for hair care, and Vichy for skin care.
This is complemented by the Group's L'AcceleratOR programme, which supports start-ups and innovators exploring next-generation packaging solutions, including seaweed-based packaging, bio-plastics derived from sugarcane and recyclable paper bottles.