L’Oréal Groupe, the world’s leading beauty company, 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.
Photo: L’Oreal Philippines
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.
“The real challenge lies in translating good intentions into daily habits. Refill systems provide one practical and effective way to bridge the gap by making products reusable and refillable to reduce unnecessary packaging waste, conserve resources, and help build a more circular economy,” said Robert Anggolo Art Cu Jr., representing Environmental Management Bureau of the Department of Environment and Natural Resources (DENR).
“The goal of Extended Producer Responsibility is not merely waste collection, it is transformation. It is about changing the way products are designed, distributed, consumed, and recovered. In this regard, refill and reuse systems represent one of the most promising pathways toward achieving the objectives of the law,” he added.
Yassine Bakkari, Country Managing Director of L’Oréal Philippines | Photo: L’Oreal Philippines
“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.
The 2026 campaign reflects L’Oréal’s conviction that refillable beauty must be universal, available at every price point, in every beauty aisle, and across all four divisions:
- L’Oréal Luxe through YSL Libre & MYSLF, Lancôme Idole and Génifique and Kiehl’s Ultra Facial Cream banners the Join the Refill Movement in the Philippines. Globally, L’Oréal Luxe expands to 10 brands, with Youth to the People and Helena Rubinstein joining the movement for the first time, alongside new hero products including Prada Paradigme.
- The Professional Products Division also joins the movement in the Philippines with Kerastase Elixir Ultime and Gloss Absolu. Globally, the division scales with Redken and L’Oréal Professionnel, including Metal DX for the China market.
- In Consumer Products Division, L’Oreal Groupe welcomes Garnier to the #JoinTheRefillMovement campaign with refills across two Ultra Doux collections. L’Oréal Dermatological Beauty brings together La Roche-Posay, Vichy, and CeraVe to offer refillable solutions in dermatological skincare for the first time.
Each product in the campaign carries its own specific environmental claim, giving consumers a precise measure of the impact of their choice from the very first refill. 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. Together with Watsons Philippines, L’Oréal also launched the Recycle for Rewards Program in 2023 which encourages consumers to return used beauty packaging for proper recycling.
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 programme, 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.
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