L’Oréal has launched the latest edition of its global #JoinTheRefillMovement campaign, expanding efforts to promote refillable packaging across its beauty, skincare, fragrance, makeup and haircare brands.
Timed to coincide with World Refill Day on 16 June, the initiative focuses on increasing consumer awareness and adoption of refill formats as part of the company’s broader packaging sustainability strategy. The 2026 campaign includes a wider range of brands and refillable products than previous editions and is being supported through retail partnerships, in-store visibility and digital communications.
From a packaging perspective, the campaign reflects the growing shift within the beauty and personal care sector from single-use packaging towards reusable container and refill systems. Refill formats are being deployed across multiple product categories, enabling consumers to retain primary packaging while purchasing replacement product refills.
L’Oréal Professionnel has introduced refill pouches for selected shampoo products, using a reusable bottle-and-refill model. According to the company, the pouches use 73% less plastic than conventional 500ml shampoo bottles, supporting packaging material reduction while extending the life of primary containers. Similar refill solutions are being implemented across other L’Oréal brands and categories.
The company said refills form part of its wider packaging sustainability programme, which also includes investment in next-generation packaging materials through its €100 million L’AcceleratOR initiative.
Industry interest in refillable packaging continues to grow as brand owners seek to reduce packaging intensity, lower material consumption and support circular economy objectives. L’Oréal reported growth in refillable product sales following earlier refill campaigns and has continued expanding refill options across its portfolio. The company stated that the long-term objective is to make refill options available across more product categories and brands.