L'Oréal Launches Refill Movement for Skincare and Shampoo
Light House Denver – On June 16, 2025, L’Oréal launched its global campaign, “Join the Refill Movement,” to promote the habit of refilling beauty products. This initiative proves that beauty can remain luxurious without compromising the environment.
According to Melanie Masriel, Chief of Corporate Affairs, Engagement & Sustainability at L’Oréal Indonesia, this refill movement is part of L’Oréal’s long-term vision, “L’Oréal for the Future.” The goal includes using 50% recycled materials in packaging and reducing packaging intensity by 20% by 2030.
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“We want refilling to become the new norm. It’s not just about convenience, it’s a shift in mindset, showing that beauty can have a positive impact on the planet,” Melanie said at the campaign launch in Jakarta.
Freddie Banks, General Manager of L’Oréal Professional Product Division, highlighted changes in one of their top-selling products, Elixir Ultime Hair Oil. This product sells one unit every 11 seconds globally, but it previously generated significant packaging waste.
Through the new “recharge” system, the redesigned Elixir Ultime bottle now reduces glass waste by 150 tons per year, equivalent to the amount of glass used in the Louvre Pyramid. “Consumer ratings for comfort, luxury, and sustainability all improved. Refill isn’t just a solution, it’s a win on every front,” said Freddie.
The movement extends beyond everyday products. Maria Adina, General Manager of L’Oréal Luxe Division, announced that several luxury brands now offer refillable packaging. These include YSL, Lancôme, Giorgio Armani, and Kiehl’s.
“Material reduction has reached 59% for plastic, 58% for glass, and 42% for paper. And yet, the products still look premium and elegant,” Maria explained.
Jolene Marie, Miss Indonesia for the Environment 2019, called on younger generations to join the effort. “Refilling isn’t just about products, it’s about refilling our awareness of the planet. This is a shared responsibility, from brands and consumers to the government,” she emphasized.
The refill movement goes beyond packaging. L’Oréal supports it with in-store education, specially trained beauty advisors, a loyalty program offering double points for refills, and engaging digital campaigns.
Within the first month, refill shampoo pouches accounted for 25% of total shampoo sales. Guided by the 3P principle (Planet, Pocket, Pro), L’Oréal is proving that the future of beauty is sustainable, affordable, and still luxurious.
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