L’Oréal launched the third and largest edition of its #JoinTheRefillMovement campaign on World Refill Day, June 16, calling on consumers to “join the movement” by turning their sustainable intentions into action. Including the conglomerate's four divisions (Luxe, Consumer Products, Professional Products, and Dermatological Beauty), 18 brands, and 28 products, the campaign spans product categories from skincare and haircare to fragrance and makeup. L’Oréal’s Dermatological Beauty division brought in legacy brands like CeraVe and La Roche-Posay, in addition to newer L’Oréal brands like the Luxe division’s Youth To The People, to help make sustainability a priority for consumers.
L’Oréal is not new to the sustainability mission. L’Oréal Groupe announced a €100 million investment into its L’AcceleratOR program in 2025, intended to scale next-generation sustainable packaging materials, including seaweed-based packaging, bioplastics derived from sugarcane, and recyclable paper bottles.
L’Oréal’s #JoinTheRefillMovement campaign aims to both create more sustainable solutions and be a call to action for consumers (according to a recent Kantar study, 84% of consumers want more sustainable solutions). "As the global beauty leader, our responsibility is to turn circular solutions into worldwide industry reality," L’Oréal’s Chief Corporate Responsibility Officer Ezgi Barcenas stated in a press release. “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’Oréal’s #JoinTheRefillMovement campaign plans to leverage the company’s scale and reach to normalize the use of reusable packaging and refillable products across the industry, making sustainable options financially and physically accessible. Driven by the increasing consumer demand for sustainable beauty products, L’Oréal’s campaign signals that refillable beauty should not be a niche feature but rather a mainstream strategy across the market.