L'Oréal Groupe, the world's leading beauty company, launches the third and most ambitious edition of its global #JoinTheRefillMovement campaign.  Bringing together 4 Divisions, 18 Brands and 28 Products, this is the most comprehensive corporate sustainability campaign in the Group's history, confirming that refillable beauty is no longer a niche choice, but the obvious one.

Timed to coincide with World Refill Day, June 16, the 2026 campaign builds on the momentum of previous years but goes further: with more brands activating across social media, and working in ever-closer partnership with retail partners to ensure refill options are visible, and easy to access in-store and online.

The consumer demand for sustainable beauty solutions has never been clearer. According to a recent international KANTAR survey, 84% of consumers want to make more sustainable choices.  Yet awareness of refills and the gap between intention and action remain challenges that this campaign directly addresses: driving discoverability, reassuring on practicality and performance, and making the price advantage clear.

The 2026 campaign reflects L'Oréal's conviction that refillable beauty must be universal, available at every price point, in every beauty aisle and across all four of their Divisions:

·       Luxe Division  expands to 10 brands, with Youth to the People and Helena Rubinstein joining the movement for the first time, alongside new hero products including YSL MYSLF, Prada Paradigme and Lancôme Génifique.

·       Consumer Products Division welcomes Garnier, which enters the #JoinTheRefillMovement campaign with refills across two Ultra Doux collections.

·       Professional Products Division scales globally with Redken and L'Oréal Professionnel, including Metal DX for the China market.

·       Dermatological Beauty Division brings together La Roche-Posay, Vichy and CeraVe to offer refillable solutions to dermatological skincare for the first time.

Each product in the campaign carries its own specific claim, giving 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.  These are immediate, measurable reductions, not just projections, or commitments.

"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," stated 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. 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.”

The campaign is further supported by L'Oréal's investment in refill manufacturing, including dedicated refill capabilities at Gauchy and Aulnay for fragrances, Burgos for haircare and Vichy for skincare.  As a result, the number of refillable options offered by the Group has risen 3.7-fold between 2019 and 2025. This is complemented by the Group's L'AcceleratOR programme, which supports startups and innovators exploring next-generation packaging solutions, including seaweed-based packaging, bio-plastics derived from sugarcane and recyclable paper bottles.

Refillable beauty is a movement. And in 2026, this invitation is open to everyone. #JoinTheRefillMovement.