L'Oréal expands #JoinTheRefillMovement campaign for refillable beauty packaging

MANILA, Philippines — L'Oréal Groupe launches the third and most ambitious edition of its global #JoinTheRefillMovement campaign.

Bringing together four divisions, 18 brands and 28 products, this is the most comprehensive corporate sustainability campaign in the group's history, reinforcing that refillable beauty is no longer a niche choice, but the obvious one.

In celebration of the  World Refill Day, the campaign builds on the momentum of previous years and goes even further. More brands are activating across social media and working closely with retail partners to ensure refill options are visible, accessible and easy to purchase both 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.

In the Philippines, 75% of Filipino consumers prefer sustainable and eco-friendly brands and actively seek brands that offer ways to offset their impact on the environment.*

"Refillable beauty is not simply a trend—it is a permanent shift toward a more circular future. We are asking consumers to make one straightforward choice: to choose the refill as a better option: better value, less waste, and increasingly, a more beautiful one too.,” said Yassine Bakkari, country managing director of L’Oreal Philippines.

“We are also asking our retail partners to make refill options visible, accessible and clearly signposted, in store and online, across every channel and every market where we operate,” he added.

Today, Filipino consumers can choose these refill options and see immediate measurable reductions:

• YSL Libre EDP and MYSLF EDP, where choosing a refill can save up to 58% glass and eliminate metal waste.
• Lancôme Idôle, where refilling helps save up to 63% glass and 15% plastic.
• Kiehl's Ultra Facial Cream, now available with an eco-friendly pouch refill that reduces plastic packaging by 61% and overall packaging weight by 94%.
• Kérastase Elixir Ultime, featuring a bottle made from 30% recycled glass and refill cartridges made from 95% recycled plastic.

"As the global beauty leader, our responsibility is to turn circular solutions into worldwide industry reality," stated Ezgi Barcenas, chief corporate responsibility officer at L'Oréal.

"Making refills the new norm requires a fundamental evolution across our entire value chain, from supply chain to product design, retailer partnerships, and consumer engagement."

L'Oréal continues to strengthen its sustainability efforts in the Philippines. The company recovers, upcycles and recycles 100% of its equivalent plastic volume in partnership with Plastic Credit Exchange (PCX), going beyond local Extended Producer Responsibility (EPR) regulations.

The campaign is further supported by L'Oréal's global investment in refill manufacturing, including dedicated refill capabilities for fragrances, skincare, and haircare products.

As a result, the number of refillable options offered by the Group increased 3.7 times between 2019 and 2025. This progress is complemented by L'Oréal's L'AcceleratOR program, which supports startups and innovators developing next-generation packaging solutions, including seaweed-based packaging, sugarcane-derived bioplastics and recyclable paper bottles.

Refillable beauty is a movement. And in 2026, this invitation is open to everyone. #JoinTheRefillMovement.