L’Oréal launches the third and most ambitious edition of #JoinTheRefillMovement: its biggest ever corporate sustainability campaign, uniting 4 Divisions, 18 Brands and 28 Products, including many joining for the first time.
· The campaign, timed to coincide with World Refill Day, June 16, spans skincare, fragrance, makeup and haircare: and has been designed to bridge the gap between the intention and action of the 84% of consumers who say they want to make more sustainable choices.
· Refills are one part of L’Oréal’s wider packaging sustainability ambition: directly enabled by the Group’s 100 million-euro L’AcceleratOR programme, which includes investing in scaling next-generation packaging materials.
Clichy, June 15, 2026 – L’Oréal Groupe, the world’s leading beauty company, launches the third and most ambitious edition of its global #JoinTheRefillMovement campaign. Bringing together 4 Divisions, 18 Brands and 28 Products, this is the most comprehensive corporate sustainability campaign in the Group’s history, confirming that refillable beauty is no longer a niche choice, but the obvious one.
Timed to coincide with World Refill Day, June 16, the 2026 campaign builds on the momentum of previous years but goes further: with more brands activating across social media, and working in ever-closer partnership with retail partners to ensure refill options are visible, and easy to access in-store and online.
The consumer demand for sustainable beauty solutions has never been clearer. According to a recent international KANTAR survey, 84% of consumers want to make more sustainable choices. Yet awareness of refills and the gap between intention and action remain challenges that this campaign directly addresses: driving discoverability, reassuring on practicality and performance, and making the price advantage clear.
