Pioneering the refill revolution
More Information HerePIONEERING THE REFILL REVOLUTION
As part of our continuous efforts to promote circular packaging and optimize resource use, we are accelerating the development and rollout of refillable solutions across our brand portfolio. Refills represent more than a passing trend — they are a fundamental pillar of our vision for a more circular, desirable, and high-performing beauty industry.
Our approach to sustainable packaging
For nearly two decades, L’Oréal has been actively working to optimize the environmental profile of its packaging. Since 2007, we have had a framework to design more products that integrate sustainable and circular packaging.
Our sustainable packaging strategy is based on 3 major pillars, the “3Rs”:
- Reduce packaging intensity, with progress measured in our L’Oréal for the Future program, and therefore use fewer resources, based on 3 levers: reuse, lightweighting and resize.
- Replace impacting materials or processes by materials or processes with a better environmental profile, prioritizing post-consumer recycled (PCR) or biobased materials.
- Recycle by creating packaging compatible with existing sorting and recycling streams.
To make refills “the new normal”, we are making them
“the new cool”
Establishing refills as a mainstream beauty habit also requires cultural momentum. That is why we are amplifying our refill initiatives through media activations and brand storytelling, positioning refills as a desirable, modern choice.
An emblematic example is actress and sustainability advocate Emma Watson, who embodies Prada Paradoxe, the brand’s first refillable perfume. Designed for simple at-home refilling, Paradoxe demonstrates that circular design and luxury can coexist.
Additionally, to support adoption, we are also investing in training beauty advisors, equipping them to share usage instructions and refill practices with consumers at the point of sale.
Scaling Refills Across Categories
Beyond fragrances, L’Oréal is extending refill solutions to all our divisions.
In Europe, Elvive — the world’s #1 shampoo — , now offers refillable pouches reducing plastic use by 60% across several product lines.
L’Oréal Luxe also features refills, including skincare products like Lancôme Génifique Serum. Its newly designed refillable bottle maintains the product’s iconic look, reducing packaging materials each refill uses less material compared to repurchasing a complete initial jar/bottle (-100% glass for the refill container itself, -20% cardboard, -15% plastic and -36% metal).*
Refills allow us to merge circular design, desirability, and performance — delivering the same exceptional formulations consumers love, in innovative packaging designed to reduce resource use.
*Buying one Génifique Ultimate Refill 50ml compared to repurchasing one Génifique Ultimate 50ml bottle.
Updated: September 2026
Source: L’Oréal For The Future Program