To mark World Refill Day on June 16th, L’Oréal Groupe has launched its first cross-divisional campaign, uniting 12 iconic brands—including Lancôme, YSL Beauty, Prada, and Kérastase—to encourage consumers to #JoinTheRefillMovement and embrace refills as part of their beauty routines.

With refillable packaging now spanning skincare, fragrance, makeup, and haircare, the campaign aims to make refilling synonymous with style, luxury, and sustainability. From Lancôme’s refillable La Vie Est Belle Elixir, which saves up to 73% glass, to engaging social media content featuring ambassadors like Dua Lipa and Emma Watson, L’Oréal is mobilizing its global presence to make refills the new norm.

Since 2019, the Group has increased its reusable product references by over 1600%, with nearly half of its plastic packaging now refillable, recyclable, reusable, or compostable.

“This is more than a campaign—it’s a movement,” said Blanca Juti, Chief Corporate Affairs & Engagement Officer. “We want consumers to see just how easy and impactful it is to choose refills.”

By championing circular solutions, L’Oréal continues its long-term mission to reduce its environmental impact—one refill at a time