What if your beauty ritual helped the planet while still delivering luxury? L’Oréal invited consumers to find out. In celebration of World Refill Day on 16 June 2025, the global beauty leader launched #JoinTheRefillMovement, a worldwide campaign that reimagined beauty routines through the lens of sustainability.
For the first time, L’Oréal Groupe brought together over a dozen of its most prestigious brands—Lancôme, YSL Beauty, Armani Beauty, Mugler, Maison Margiela Fragrances, Prada Beauty, Valentino Beauty, Kiehl’s, L’Oréal Paris, La Roche-Posay, and others—to champion refillable beauty across skincare, fragrance, haircare, and makeup.
The campaign aimed to shift consumer habits by raising awareness of refillable products as a simple, impactful way to reduce waste. Backed by powerful messaging and real product comparisons, L’Oréal demonstrated how refills saved resources while offering value.
A prime example? Since the introduction of its refillable system in 2020, Armani beauty has made impressive strides in reducing its environmental footprint. Opting for a 150ml refill of Acqua Di Giò Homme Eau de Toilette instead of purchasing three 50ml bottles results in 57% less glass, 49% less cardboard, 21% less plastic, and eliminates 100% of metal. Likewise, refilling the 100ml Sì Eau de Parfum Intense saves 73% glass, 66% plastic, 50% cardboard, and again, no metal use.
Over at Lancôme, switching to a 100ml La Vie Est Belle Elixir refill instead of two 50ml bottles means saving 73% glass, 66% plastic, and 61% cardboard—a simple but impactful choice towards conscious consumption.
YSL Beauty continues to lead with refillable and recyclable formats across its bestsellers like MYSLF and LIBRE, offering reductions of up to 43% glass, 75% metal, 21% plastic, and 16% paper per refill. These fragrances are crafted in facilities powered by 100% renewable energy, with FSC™ MIX certified packaging sourced from responsibly managed forests.
L’Oréal’s commitment went far beyond marketing. Over the past five years, the Group scaled up its refillable offerings 17-fold, retrofitting production sites and retail systems to support sustainable packaging across multiple categories. This transformation included popular fragrances for both men and women, now available in refillable formats.
“This campaign brought together some of our most iconic brands to invite consumers everywhere to #JoinTheRefillMovement,” said Blanca Juti, Chief Corporate Affairs & Engagement Officer at L’Oréal. “We wanted people to see how easy—and rewarding—it could be to make the switch.”
“As a global leader in beauty, we had a responsibility to drive circularity at scale,” added Ezgi Barcenas, Chief Corporate Responsibility Officer. “This initiative reflected our intention to make refills not only accessible but aspirational.”
World Refill Day 2025: A New Standard for Beauty
The campaign made waves across digital platforms, retail spaces, and social media with educational activations and striking visuals. With help from retail partners, the campaign amplified refill awareness and showcased the growing availability of sustainable beauty choices—from fragrance refills to skincare top-ups.
By empowering consumers with knowledge and options, L’Oréal set a new benchmark for conscious beauty shopping—and helped define what it means to care for both self and planet.
Did you join the movement? Discover more about refillable beauty and L’Oréal’s sustainability mission at www.loreal.com.
Read also: Your 2025 Fragrance Wardrobe Just Got a Major Upgrade—Which Scent Will You Fall For?
