In a powerful statement of its commitment to responsible innovation, L’Oréal Groupe is putting the spotlight on sustainable beauty with a major push for refillable products marking World Refillable Day (June 16) as both a celebration and a call to action.
For over a century, L’Oréal has been at the forefront of beauty innovation. Today, the company is redefining that legacy by embracing circularity and empowering consumers to "Refill, Reuse, Rethink." Through a growing portfolio of refillable packaging across skincare, haircare, and fragrance, the global beauty leader is transforming consumption habits to align beauty with sustainability.
Sustainable Beauty, Reimagined
L’Oréal’s refill strategy is more than just a trend it’s a shift in how the beauty industry designs, delivers, and experiences its products. Refills not only reduce packaging waste and carbon emissions but also give consumers an opportunity to engage with their favorite brands in a more sustainable and thoughtful way.
“Our goal is to make high-performance beauty low-impact,” a L’Oréal spokesperson shared. “Refills offer one of the clearest paths to reduce single-use plastic and extend product lifecycles without compromising luxury or efficacy.”
From Iconic Fragrance Fountains to In-Home Refills
The refill movement at L’Oréal spans multiple brands and categories. Mugler’s pioneering fragrance fountain, launched in 1992, laid the groundwork for refillable luxury. In 2024, the company built upon that legacy with widespread adoption of refill pouches, pods, and stations:
- Kiehl’s has begun in-house production of refill pouches in New Jersey, cutting plastic by up to 81%.
- La Roche-Posay, a mass-market skincare leader, continues to expand its refillable skincare lines.
- CeraVe recently launched its Hydrating Facial Cleanser in refill format.
- Kérastase introduced refillable serums and oils, leading the Professional Products Division.
- L’Oréal’s Luxe Division has seen refillables become core to many top skincare offerings.
Whether through convenient at-home formats or immersive in-store refilling stations, L’Oréal is meeting consumers where they are making sustainable beauty not just possible, but desirable.
Refills with Real Impact
By investing in product and packaging redesign, L’Oréal is laying the foundation for a more circular future. With consumer adoption steadily rising, refills are helping drive down plastic waste, cut emissions, and reshape industry standards.
As World Refillable Day reminds us, beauty can and must be part of the solution. L’Oréal’s bold embrace of refillable formats offers a compelling glimpse of what the future of sustainable beauty looks like: cleaner, smarter, and refill-ready.