To mark World Refill Day 2026, beauty conglomerate L’Oreal said it is launching its most comprehensive sustainability campaign to date – to raise the profile of refillables and take this type of packaging into the mainstream.
It is the third global L’Oreal #JoinTheRefillMovement campaign, but this year’s version brings together four divisions, 18 brands and 28 products within the group, and is expected to increase visibility of the refillable packaging options across its product offering.
Timed to coincide with June 16, World Refill Day, the 2026 campaign builds on previous years but is encouraging more of its brands to activate messaging across social media, and to provide easy access to refillable products in-store and online.
According to a recent international Kantar survey, 84% of consumers want to make more sustainable choices. L’Oreal is keen to bridge the gap between the perceived intention and the reality of consumer behaviour by driving discoverability, reassuring on practicality and performance, and making the price advantage clear.
The L’Oreal Luxe division has expanded refillables to ten brands, with Youth to the People and Helena Rubinstein joining the reuse movement for the first time. Meanwhile, in the consumer products division, Garnier has entered the #JoinTheRefillMovement campaign with refills across two Ultra Doux collections.
Elsewhere, the L’Oreal professional products division has involvement from Redken and L’Oréal Professionnel, and the dermatological beauty division brings together La Roche-Posay, Vichy and CeraVe to offer refillable solutions to dermatological skincare for the first time.
Blanca Juti, chief corporate affairs & engagement officer at L’Oréal, commented: “With 18 brands and 28 products, we are showing that refillable beauty is for everyone, across every category, every price point and every channel.”
Ezgi Barcenas, chief corporate responsibility officer at L’Oréal, remarked: “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.”
L’Oreal said the campaign is further supported by its investment in refill manufacturing, including dedicated refill capabilities at its Gauchy and Aulnay sites for fragrances, at its Burgos facility for haircare and at Vichy for skincare. L’Oreal said the number of refill options within its offering grew 3.7-fold between 2019 and 2025.
Each product involved in the campaign carries its own specific claim, which L’Oreal said provided measurable reductions, not just projections.
Read what L’Oreal did on World Refill Day last year on Green Retail World
[image credit: L’Oreal BETC]
