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This year, L’Oreal launched the #JoinTheRefillMovement. Will L’Oréal Elvive and other products be refillable?
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Reduce. Reuse. Recycle. The timeless, sustainable slogan is now being adopted by timeless beauty brands. This year saw the launch of #JoinTheRefillMovement, a campaign launched to educate consumers about how to make sustainable choices to avoid creating waste from packaging containers like L’Oréal Elvive or the brand’s other beauty products. As one of the biggest names in beauty, with a 115-year legacy, L’Oréal’s push towards sustainability can have a ripple effect in the industry.
Cult products like L’Oréal Elvive will greatly benefit from recycling and refill programs. Shampoo is a top-selling personal care product (and for good reasons) with an estimated 570 million sold in the U.S annually. Considering that most containers are non-recyclable, that’s 570 million pieces of plastic entering landfills annually. With a company portfolio that includes other top brands like Urban Decay, Youth to the People, NYX Professional Makeup, and IT Cosmetics, L’Oréal’s refill initiatives could reduce millions of pieces of plastic waste.
L’Oréal’s Refill Glow Up
L’Oréal is getting a sustainable glow up. The brand announced a full circle vision to move away from a throwaway culture. Instead of following the traditional linear model—using resources and tossing waste—the brand is adopting new technologies to promote a circular approach. The company pledged that by 2025, 100% of its plastic packaging will be refillable, recyclable, reusable, and compostable. In honor of this goal and to help educate consumers about the change, the brand launched the #JoinTheRefillMovement on World Refill Day on June 16 2025. This vision aligns with global goals to lower carbon footprints and protect natural resources. “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,” Ezgi Barcenas, the chief corporate responsibility officer at L’Oréal, said in a press release.
To date, refillable products under the L’Oreal Corp include:
- In 2023, the company launched a pilot refill program with Sephora for best-selling fragrances, such as Lancôme La Vie Est Belle or YSL Libre.
- Lancôme Génifique Serum has a newly redesigned refillable bottle.
- Kiehl’s produces refill pouches in-house, reducing plastic by up to 81%.
- La Roche-Posay offers refillable pouches.
- Kérastase made refillable hair serums and oils in 2024.
- CeraVe debuted its Hydrating Facial Cleanser refill.
L’Oréal’s small efforts toward eco-friendly packaging and responsible sourcing are growing into a full sustainability strategy. While it’s unclear whether or not the company met its ambitious 2025 refillable packaging goal, it has produced more refillable products and reduced waste.
#JoinTheRefillMovement
These sustainable changes didn’t happen without consumers pushing for sustainable and eco-friendly choices. Studies show that nearly 80% of consumers care about sustainability and will back it up with their wallets. Sharing your commitment to sustainable products can influence future products from brands.
L’Oréal also works closely with suppliers, non-profits, and local communities. These collaborations help develop new ways to reduce waste and create greener products. Some companies even co-create products with input from consumers and experts. For example, teaming up with startups focused on sustainable beauty tech resulted in innovative packaging and formulas. These partnerships show how co-creation accelerates progress and boosts trust among consumers.
L’Oréal has run global recycling programs to motivate customers to return empty packaging by offering rewards, like discounts, to encourage participation. The company has also partnered with recycling firms to turn waste into new materials. Since these programs launched, millions of units of plastic packaging have been recycled, saving resources and reducing waste in landfills.
Future Vision and Ambitions
L’Oréal has set ambitious goals for an even larger impact by 2030. The company plans to expand partnerships, improve product sustainability, and adopt innovative technologies. It’s stated its commitment to building a future where beauty and sustainability go hand in hand—creating a healthy planet while helping consumers look and feel good.
Transforming brands into active partners is key to building a sustainable beauty industry. With innovation and teamwork, brands like L’Oréal are making real progress toward a circular future. Everyone has a role to play—whether it’s choosing eco-friendly products or recycling packaging. Together, we can build a beautiful world that’s better for the planet and ourselves.
