L'Oréal expands global refill campaign for World Refill Day 2026

L'Oréal Groupe has launched the third edition of its global #JoinTheRefillMovement campaign, expanding the initiative to include 18 brands and 28 refillable products across its beauty portfolio.

The campaign, timed to coincide with World Refill Day on 16 June, aims to increase awareness and uptake of refillable beauty products through brand activations, social media engagement and collaboration with retail partners. According to the company, the 2026 edition represents its largest refill-focused campaign to date.

The initiative spans all four of L'Oréal's business divisions, including luxury beauty, consumer products, professional products and dermatological skincare. Several brands are participating in the campaign for the first time, while additional refill formats have been introduced across fragrance, haircare and skincare categories.

L'Oréal said the campaign responds to growing consumer interest in more sustainable purchasing decisions. The company cited recent research indicating that a majority of consumers would like to make more environmentally conscious choices, although awareness and accessibility of refill options remain barriers to adoption.

As part of the programme, participating products feature information highlighting the material savings associated with purchasing refills instead of replacing the original pack. L'Oréal stated that these reductions vary by product and are intended to help consumers understand the potential impact of choosing refill formats.

What began as a pioneering initiative has grown into one of our most powerful and far-reaching campaigns. 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.

Blanca Juti, Chief Corporate Affairs & Engagement Officer at L'Oréal.

As the global beauty leader, our responsibility is to turn circular solutions into worldwide industry reality. 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.

Ezgi Barcenas, Chief Corporate Responsibility Officer at L'Oréal.

The campaign also reflects ongoing investment in refill production capabilities across several of the group's manufacturing sites. Facilities in France and Spain have been equipped to support refill production for fragrance, haircare and skincare products.

According to the company, the number of refillable products available across its portfolio increased by a factor of 3.7 between 2019 and 2025. L'Oréal is also supporting the development of alternative packaging solutions through its L'AcceleratOR programme, which works with startups and technology developers exploring materials and packaging concepts including bio-based plastics, seaweed-derived materials and recyclable paper bottles.

The latest campaign forms part of the group's broader efforts to expand refillable packaging options across multiple beauty categories and price points.