L’Oréal Canada and Shoppers Drug Mart partner to redefine luxe as they launch the first Multi-Brand Fragrance Refill Fountain

MONTREAL, May 5th, 2026 – As part of its sustainability commitments, L’Oréal Canada is introducing the first multi-brand fragrance refill fountain available exclusively at Shoppers Drug Mart. This new service from L’Oréal Canada’s Luxe division is now available in 16 selected stores across the country, marking an important step towards more responsible and accessible luxury. 

At the heart of this innovation is a clear goal: reducing environmental impact while preserving the iconic aesthetic of perfume bottles. Refilling a perfume directly at the fountain allows to reduce glass packaging weight by up to 83%; a simple yet meaningful gesture that encourages more mindful choices. In addition to making a meaningful difference for the planet, consumers can save up to 25% compared to the regular format when choosing to refill, making luxury more accessible. 

"Building a sustainable future is a collective journey, and no company can act alone. Our amazing partnership with Shoppers Drug Mart is a testament to this shared responsibility. Together, we are not just introducing a new way to shop; we are establishing a new standard for responsible luxury. The refill is a meaningful new gesture that respects the special relationship consumers have with their perfume bottles as timeless objects of desire and memories. By placing the refill experience at the heart of the retail journey, we are proving that the future of luxury lies in a simple, recurring act of care for our planet," — Xavier Dubruil, Vice-president of the Luxe division at L'Oréal Canada.

“Shoppers Drug Mart is evolving the in-store experience to meet changing customer expectations. The launch of the multi-brand fragrance fountains in collaboration with L'Oréal Luxe helps deliver more accessible and sustainable luxury, elevating discovery while making it easier to shop and replenish favourites more responsibly. The introduction of this concept reflects our commitment to delivering a more innovative and sustainable Beauty Boutique experience for Canadians," — Leith Sinker, Vice-president Prestige at Shoppers Drug Mart.

"As a leader in the beauty industry, we have a duty and responsibility to contribute to our society and to reaffirm our relationship not only with nature but also with others. L'Oréal Canada adopts a more sustainable and responsible business model, transforming our own habits and those of our consumers, to build a beauty that makes sense for everyone and respects planetary boundaries," — Maya Colombani, Vice-president & Chief Sustainability Officer, Human Rights and Diversity, Equity & Inclusion at L'Oréal Canada.

Key facts

• The multi-brand fragrance refill fountain is available in the following cities: Montreal, Toronto, Calgary, Ottawa, Vaughan, Rocky View County, Burnaby, Winnipeg, Brampton, London, St. Albert, Grande Prairie and Fort McMurray.
• This exclusive service at Shoppers Drug Mart allows customers to refill the following signature fragrances: Lancôme Idôle, Giorgio Armani Acqua di Giò, Prada Paradoxe, as well as Yves Saint Laurent LIBRE and MYSLF.
• In addition to the refill fountains, consumers across Canada can purchase refill formats from multiple L'Oréal Canada brands to replenish their perfume at home. Another convenient way to restock.
• For every refill purchased, L'Oréal Canada will plant a tree in the Northwest Territories, in partnership with Tree Canada, as part of its Refill & Reforest program.

About L'Oréal Canada 

L’Oréal Canada is a subsidiary of the L'Oréal Groupe, the world's leading beauty company. The Canadian subsidiary, established in 1958, includes a head office, plant and distribution center in Montreal, a sales office in Toronto, the ModiFace and SalonCentric affiliates, and employs over 2,000 people from 80+ different nationalities. 

The products from its 36 iconic brands are available in all distribution channels, including hair salons, department stores, supermarkets, pharmacies, medi-spas and e-commerce. Its sense of purpose, to create the beauty that moves the world, defines its vision of beauty that is inclusive, ethical, generous and responsible. With ambitious social and environmental commitments set out in the L'Oréal for the Future program, the subsidiary also actively supports L'Oréal Foundation programs such as L'Oréal-UNESCO For Women in Science. Through its various programs and partnerships, L'Oréal Canada and its brands help more than 110,000 Canadians every year. Learn more about our impact in Canada: www.loreal.ca. 

About Shoppers Drug Mart® Inc. 

Shoppers Drug Mart® Inc. is one of the most recognized and trusted names in Canadian retailing. The company is the licensor of full-service retail drug stores operating under the name Shoppers Drug Mart® (Pharmaprix® in Québec). With more than 1,350 Shoppers Drug Mart® and Pharmaprix® stores operating in prime locations in each province and two territories, the company is one of the most convenient retailers in Canada. 

The company also licenses or owns more than 150 medical clinic pharmacies operating under the name Shoppers Simply Pharmacy® (Pharmaprix Simplement Santé® in Québec). In addition to its retail store network, the company owns Shoppers Drug Mart® Specialty Health Network Inc., a provider of specialty drug distribution, pharmacy and comprehensive patient support services, MediSystem Inc., a provider of pharmaceutical products and services to long-term care facilities, and Lifemark Health Group, Canada's leading provider of outpatient physiotherapy, massage therapy, occupational therapy, chiropractic, mental health, and other ancillary rehabilitation services. Shoppers Drug Mart® is an independent operating division of Loblaw Companies Limited.

For media inquiries: 

L'Oréal Canada: [email protected]

Shoppers Drug Mart: [email protected]