L’Oréal Groupe has launched the third edition of its #JoinTheRefillMovement campaign, offering new refillable formats and refill machinery in a bid to help consumers close the value-action gap.
Previous iterations of the campaign sought to help consumers save between 60% and 82% of plastic per refill via refillable hair care, skincare, and fragrance packaging. Examples included the Lancôme La Vie Est Belle Elixir fragrance, with one 100ml refill thought to save 73% glass, 66% plastic, and 61% cardboard compared to two 50ml bottles.
Timed to coincide with World Refill Day (16 June 2026), #JoinTheRefillMovement 2026 sets its sights on visibility for reusable product alternatives, both in-store and online – encouraging more brands and retailers to activate refillable solutions across social media.
It also intends to make refillable beauty products available at every price point, underline the price advantage of refillable formats, and reassure consumers that the solutions are both practical and as well-performing as their single-use alternatives.
The campaign spans all four of L’Oréal Groupe’s divisions, with its Luxe Division scaling up to ten brands: Youth to the People and Helena Rubinstein have joined the initiative this year, while new hero products include YSL MYSLF, Prada Paradigme, and Lancôme Génifique.
In the Consumer Products Division, Garnier has joined the campaign and now offers refills across two of its Ultra Doux hair care lines.
The Professional Products Division is set to scale globally with the Redken and L’Oréal Professionel brands, including Metal DX for the Chinese market.
The Dermatological Beauty Division will also offer refillable skincare formats for the first time, encompassing brands La Roche-Posay, Vichy and CeraVe.
Each product makes a specific claim about the impact of its refill; for example, one Lancôme Absolue Longevity Soft Cream Refill is expected to reduce 100% glass, 95% metal, 42% plastic, and 36% cardboard compared to the standard jar.
These figures are set to give consumers an idea of the immediate environmental impact of their refills from the first purchase, rather than a future prediction or general commitment.
“What began as a pioneering initiative has grown into one of our most powerful and far-reaching campaigns,” said Blanca Juti, chief Corporate Affairs & Engagement officer at L’Oréal. “With 18 brands and 28 products, we are showing that refillable beauty is for everyone, across every category, every price point and every channel.
“We are helping consumers make one straightforward change: to choose a refill. Not as a sacrifice, but as the better option. Less impact on the planet, better for your wallet.”
“As the global beauty leader, our responsibility is to turn circular solutions into worldwide industry reality,” continued 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 to product design to retailer partnerships and consumer engagement.”
L’Oréal has also invested in refill manufacturing, such as dedicated refill capabilities at Gauchy and Aulnay for fragrances, Burgos for haircare and Vichy for skincare. Reportedly, this has led to a 3.7-fold increase in refillable options between 2019 and 2025.
Additionally, the €100 million L’AcceleratOR programme invests in startups and innovators exploring next-generation packaging formats, including seaweed-based packaging, bioplastics derived from sugarcane, and paper bottles designed for recyclability.
“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,” Barcenas concludes.
Last year, L’Oréal Groupe revealed that it had missed its target to transition into 100% recyclable, reusable, refillable, or compostable plastic packaging by 2025; yet it emphasized that refills were already on sale for many of its major products in plastic bottles, adding that it had prepared 4,699 tonnes of waste generated at its sites for reuse.
Since then, L’Oréal has joined Unilever, Procter & Gamble, and other participants in The Reuse City Canada Project, a city-scale reuse initiative run across Ottawa by Reposit and the Consumer Goods Forum’s Plastic Waste Coalition. The project will examine how reuse systems can offer practicality to consumers and viability to businesses when operating at scale.
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