Join The Refill Movement

Join Beauty’s New Normal! How L'Oréal Is Making Refilling Malaysia's Next Beauty Ritual

Ahead of World Refill Day, and with 84% of consumers already wanting to make more responsible choices, L'Oréal Malaysia is bringing the Refill Movement to 7 brands across 3 divisions — making refillable beauty visible, accessible and genuinely within reach for every Malaysian.

 

Kuala Lumpur, 18 June 2026 – Most Malaysians want to make a more responsible beauty choice, and most haven't yet — not for lack of wanting, but because the option has not always been easy to find. Globally, 42% of consumers were unaware that refillable beauty options existed, and 43% couldn't locate them on shelf. The Refill Movement is L'Oréal's answer to that gap, bringing the responsible choice out of the niche and into the everyday.

In line with World Refill Day on 16 June, the Refill Movement brings together 7 brands across 3 divisions in Malaysia (spanning luxury fragrance, professional haircare, dermatological skincare and everyday beauty) making the responsible choice visible, accessible and genuinely desirable for 6.7 million Malaysian consumers.

For Malaysians, the case for refillable beauty is as financial as it is environmental. Globally, 87% of consumers say they would choose a refill to save money, and with options now available at every price point, that choice has never been more within reach. Each product in the campaign carries a specific, measurable reduction from the very first refill: a La Roche-Posay refill saves 73% plastic compared to a standard bottle, while a Lancôme La Vie Est Belle refill reduces glass by 74%, metal by 100% and plastic by 63%.

"Every refill gesture asks nothing more than a choice — and behind that choice is a product engineered without compromise, in packaging designed to do more with less. That is what responsibility built into a product looks like, and for Malaysians, that product is already within reach," says Natasha Karim, Sustainability Lead of L'Oréal Malaysia.

The Refill Movement reflects a commitment that extends well beyond this campaign. Since 2019, L'Oréal has grown its refillable range 3.7-fold and sourced 44% of packaging materials from recycled or biobased origins, supported by a 100M€ innovation programme backing the next generation of beauty packaging. These are the conditions that make the responsible option also the easy one — and through the brands Malaysians already know and trust, that option is now available in every category and at every price point.

"The Refill Movement is our invitation to Malaysians to discover that the most beautiful choice and the most responsible one are the same. That belief has shaped everything we have built over 30 years in Malaysia — and every commitment we make going forward will be guided by it too," said Tomas Hruska, Managing Director of L'Oréal Malaysia.

From the luxury counter to the pharmacy shelf, circular beauty is no longer a niche consideration in Malaysia, but something available in every category and at every price point — part of L'Oréal's wider commitment to reduce overall packaging intensity by 20% by 2030. Because beauty that moves the world shouldn't cost it.

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Notes to Editor

• Consumer data sourced from KANTAR Sustainability Sector Index Survey, 2025, and global consumer research. Figures are global and not market-specific.
• L'Oréal Groupe retains the rights to all featured images and should be credited for every usage.

 

About L’Oréal Malaysia 

L’Oréal Malaysia was founded in 1995 with the purpose of meeting the beauty needs of Malaysians. Since its establishment, L’Oréal Malaysia has grown to become the number one beauty company in the country, reaching 6.7 million consumers through a portfolio of 30 diverse brands. Its nationwide footprint spans retail outlets, salons, pharmacies and e-commerce platforms, supported by a strategic distribution centre. The Company is also dedicated to bolster positive socio-economic impacts by empowering women, helping communities in need, and accelerating its sustainability commitments. Find out more at https://www.loreal.com/en/malaysia/. 

 

About L’Oréal   

For 115 years, L’Oréal, the world’s leading beauty player, has devoted itself to one thing only: fulfilling the beauty aspirations of consumers around the world. Our purpose, to create the beauty that moves the world, defines our approach to beauty as essential, inclusive, ethical, generous and committed to social and environmental sustainability. With our broad portfolio of 37 international brands and ambitious sustainability commitments in our L’Oréal for the Future programme, we offer each and every person around the world the best in terms of quality, efficacy, safety, sincerity and responsibility, while celebrating beauty in its infinite plurality.

 

With more than 90,000 committed employees, a balanced geographical footprint and sales across all distribution networks (ecommerce, mass market, department stores, pharmacies, perfumeries, hair salons, branded and travel retail), in 2024 the Group generated sales amounting to 43.48 billion euros. With 21 research centres across 13 countries around the world and a dedicated Research and Innovation team of over 4,000 scientists and 8,000 Digital talents, L’Oréal is focused on inventing the future of beauty and becoming a Beauty Tech powerhouse.

 

In 2025, L’Oréal Groupe has been named the most innovative company in Europe by Fortune magazine, out of 300 companies, in a ranking spanning 21 countries and 16 industries in Europe. 

More information on https://www.loreal.com/en/mediaroom.

 

For enquiries, please contact: 

 

PR Team, VoxEureka	L’Oréal Malaysia
Prabhjot Singh / Arissa Rashid Email: [email protected] Tel: (601) 6207 0109 / (601) 626 04100	Finaswani Mohamed Zin Email: [email protected]