Happi Top 30 Company L’Oréal Group is joining forces with World Refill Day, June 16, to use its gargantuan influence to encourage fellow businesses and citizens to act to reduce plastic waste.

The annual campaign champions making small changes in daily routines such as refilling water bottles, coffee cups and container to push for accessible alternatives to single-use plastics.

L’Oréal is launching its first global multi-brand, multicategory, multi-channel campaign #JoinTheRefillMovement. The campaign is designed to encourage consumers to embrace refills as the latest beauty ritual and contribute to a more sustainable future. It unites some of the Groupe’s foremost brands such as Lancôme, Armani Beauty, Yves Saint Laurent Beauty, Kiehl’s, Mugler, Maison Margiela Fragrances, Prada Beauty, Valentino Beauty, L’Oréal Paris, Kérastase, L’Oréal Professionnel and La Roche Posay.

The campaign will be further amplified by major retail partners to raise visibility about the number of refill options now available across a wide range of beauty products.

“As the global beauty leader, we have an opportunity, as well as a responsibility to create more circular solutions and set a new industry standard,” said Ezgi Barcenas, chief corporate responsibility officer at L’Oréal. “Achieving this vision at scale demands more than innovation – it requires intention and action. That is why we are mobilizing our brands, our business partners, and our consumers to make refills the new norm.”

The Group has also significantly adapted its manufacturing sites around the world to enable a 17-fold increase in the number of refillable options available over the past five years, which now includes some of the world’s best-selling male and female fragrances.

Cutting Back on Waste

Responding to the growing consumer demand for sustainable beauty options, the campaign aims to raise awareness about the benefits of refills. While 78% of consumers express interest in buying more sustainable products, many remain unaware of refillable options and their lower environmental impact. This campaign showcases the tangible benefits of refills, demonstrating how they can be good for the planet and for the pocket. For example, each time a consumer purchases a 100ml refill instead of rebuying two 50ml bottles of La Vie Est Belle Elixir fragrance, they help to save 73% glass, 66% plastic and 61% cardboard.

Said Blanca Juti, chief corporate affairs & engagement officer at L’Oréal. “We’d love consumers around the world to experience how easy and rewarding it is to make the switch to refills and incorporate them into their regular beauty routines.”