L’Oréal Groupe has launched the third and largest edition of its #JoinTheRefillMovement campaign, dedicated to refilling cosmetic products. In 2026, the initiative brought together 4 of the group’s divisions, 18 brands, and 28 products across various categories - from skincare and fragrances to makeup and haircare.
The campaign was timed to coincide with World Refill Day, which is observed on June 16. L’Oréal emphasizes that this year the initiative is not only informational but also practical in nature: brands are working more actively with social media, retail partners, stores, and online channels to make refill formats more visible and accessible to shoppers.
According to the company’s concept, refilling should no longer be perceived as a niche or complicated choice. L’Oréal directly links the campaign to the gap between consumers’ desire to act more responsibly and their actual everyday purchases. In the release, the group cites an international Kantar survey, according to which 84% of consumers want to make more responsible choices, but awareness of refill formats, ease of use, and a clear price advantage remain important factors.
In 2026, L’Oréal positions refilling as a solution that should be available not only in selected premium products, but across different price segments, categories, and sales channels. That is why the campaign spans all 4 of the group’s key divisions: luxury, mass market, professional, and dermatological.
In L’Oréal’s luxury division, participation in the campaign has been expanded to 10 brands. Youth to the People and Helena Rubinstein joined the initiative for the first time. Among the new products that the company highlights as part of the campaign are YSL MYSLF, Prada Paradigme, and Lancôme Génifique.
In the mass-market segment, Garnier joined #JoinTheRefillMovement. The brand introduced refill formats in two Ultra Doux collections. For L’Oréal, this is an important direction, since it is the mass-market segment that can make refilling more familiar to a broad audience, not just to buyers of premium cosmetics.
The professional division is scaling the campaign through Redken and L’Oréal Professionnel. The release also mentions Metal DX for the Chinese market. This shows that refill formats are gradually being viewed not only as a solution for home care, but also as part of a broader system of professional products and the salon channel.
L’Oréal’s dermatological division has for the first time brought together La Roche-Posay, Vichy, and CeraVe around refill solutions in the dermatological skincare category. For this segment, the topic of packaging is especially important, since such brands are often present in pharmacies, dermatological channels, and daily care routines, where repeat purchases may be regular.
Each product in the campaign has a separately stated indicator for reducing the use of packaging materials. For example, according to L’Oréal, choosing the refill for Lancôme Absolue Longevity Soft Cream instead of repurchasing the standard jar makes it possible to reduce the use of glass by 100%, metal by 95%, plastic by 42%, and cardboard by 36%.
The company emphasizes that these figures are presented as specific measurable reductions, rather than as general promises for the future. This approach is important in communication with consumers, since the topic of responsible packaging often requires not only an appealing idea, but also clear figures for each individual product.
L’Oréal also notes that the development of refilling is linked not only to marketing, but also to manufacturing. The group is investing in dedicated capabilities for producing refill formats: in Gauchy and Aulnay for fragrances, in Burgos for haircare products, and in Vichy for skincare.
According to the company, the number of refill solutions available across the group increased 3.7 times between 2019 and 2025. This means that L’Oréal is gradually moving refill formats from the level of isolated launches into a more systematic part of its assortment strategy.
A separate element of this strategy is the €100 million L’AcceleratOR program. It is aimed at supporting new packaging solutions and next-generation materials. The release mentions among these directions seaweed-based packaging, bioplastic made from sugarcane, and recyclable paper bottles.
The company stresses that refilling requires changes across the entire product creation chain - from packaging development and manufacturing to cooperation with retail partners and explaining the benefits to shoppers. That is why the campaign covers not one brand or one category, but different divisions of the group simultaneously.
For the cosmetics market, this news is important primarily because of its scale. When a large international group simultaneously launches or promotes dozens of products with refill formats across different categories, refilling gradually ceases to be a separate ecological option and becomes part of the standard product offering.
At the same time, L’Oréal does not present refilling as the only solution to the packaging problem. In the release, it is considered as one part of a broader responsible packaging strategy, alongside investments in manufacturing, new materials, recycling, and the availability of refill formats for consumers.
The #JoinTheRefillMovement campaign in 2026 shows that major cosmetics companies are increasingly working not only on product formulas, but also on how these products are manufactured, sold, repurchased, and perceived by shoppers. For the beauty industry, this is another signal: packaging is becoming part of brand strategy, consumer experience, and competition between companies.
