L’Oréal Launches Global Multi-Brand Campaign to Promote Refillable Beauty Products

L’Oréal Groupe has launched its first global refill-focused campaign, #JoinTheRefillMovement, uniting several of its major brands to raise consumer awareness about refillable beauty options.

Timed to coincide with World Refill Day (June 16), the initiative spans multiple brands—including Lancôme, Armani beauty, Yves Saint Laurent Beauty, Kiehl’s, L’Oréal Paris, and La Roche-Posay—across categories such as fragrance, skincare, haircare, and makeup. The campaign includes advertising, digital content, and retail partner collaborations to increase visibility of refillable formats. L’Oréal aims to address the gap between consumer interest in sustainability and awareness of existing refill systems. The company cites data that show significant environmental benefits from using refills, including material savings of up to 73% glass and 66% plastic in certain cases.