L’Oréal Groupe is making refillable beauty more accessible than ever as it rolls out the third and largest edition of its global #JoinTheRefillMovement campaign, bringing together 18 brands and 28 refillable products across four business divisions.
Timed with World Refill Day, the initiative marks the company’s most ambitious sustainability campaign to date, reinforcing its commitment to making refillable beauty a mainstream choice rather than a niche alternative.
The expanded campaign builds on previous editions by increasing brand participation and strengthening collaborations with retail partners to make refill options easier to find and purchase both in stores and online.
According to an international Kantar Sustainability Sector Index survey, 84% of consumers want to make more sustainable purchasing decisions. In the Philippines, 75% of consumers prefer eco-friendly brands and actively seek companies that help reduce environmental impact. L’Oréal aims to bridge the gap between consumers’ sustainability intentions and actual purchasing habits by improving awareness, accessibility, and the value proposition of refillable products.
“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. of the Environmental Management Bureau of the Department of Environment and Natural Resources (DENR).
He added that refill and reuse systems align with the country’s Extended Producer Responsibility (EPR) law by encouraging businesses to rethink how products are designed, distributed, consumed, and recovered.
L’Oréal Philippines Country Managing Director Yassine Bakkari said refillable beauty represents a long-term shift toward circular consumption.
“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: choose the refill as a better option that offers better value and less waste,” Bakkari said.
He also emphasized the company’s collaboration with retail partners to ensure refill products are prominently displayed and readily available across multiple shopping channels.
The campaign covers products from L’Oréal Luxe, Professional Products, Consumer Products, and L’Oréal Dermatological Beauty.
In the Philippines, refillable offerings include YSL Libre and MYSLF fragrances, Lancôme Idôle, Kiehl’s Ultra Facial Cream, and Kérastase’s Elixir Ultime and Gloss Absolu haircare products.
Each refill product highlights its measurable environmental benefits. Choosing a refill for YSL Libre and MYSLF fragrances can reduce glass use by up to 58%, while Lancôme Idôle refills save up to 63% of glass and 15% of plastic packaging. Kiehl’s Ultra Facial Cream refill pouch cuts plastic packaging by 61% and reduces overall packaging weight by 94%, while Kérastase Elixir Ultime features bottles made with 30% recycled glass and refill cartridges containing 95% recycled plastic.
Globally, the campaign also welcomes additional brands into the refill movement, including Youth to the People, Helena Rubinstein, Redken, L’Oréal Professionnel, Garnier, La Roche-Posay, Vichy, and CeraVe.
L’Oréal Chief Corporate Responsibility Officer Ezgi Barcenas said the company continues to invest in refill manufacturing capabilities and circular packaging innovation to help make refillable beauty an industry standard.
Beyond refill initiatives, L’Oréal Philippines has also strengthened its sustainability efforts by recovering, upcycling, and recycling the equivalent of 100% of its plastic footprint through its partnership with Plastic Credit Exchange (PCX). The company also continues its Recycle for Rewards program with Watsons Philippines, encouraging consumers to return used beauty packaging for proper recycling.
Between 2019 and 2025, the number of refillable products offered by L’Oréal worldwide increased by 3.7 times, supported by investments in refill manufacturing and the L’AcceleratOR program, which supports startups developing next-generation sustainable packaging solutions.
With the expanded #JoinTheRefillMovement, L’Oréal hopes to make refillable beauty an everyday choice that benefits both consumers and the environment.
