L’oréal Nordic accelerates circular beauty and calls on consumers to #jointherefillmovement

L’oréal Nordic accelerates circular beauty and calls on consumers to #jointherefillmovement

 

Copenhagen/Stockholm, June 16th 2026 – June 16th marks World Refill Day, a global day of awareness and action dedicated to accelerating the transition from single-use consumption to refillable solutions. To celebrate it, L’Oréal Nordic is proud to partner on its global "Join the Refill Movement" campaign with the leading beauty retailers, Matas Group in Denmark and KICKS in Sweden, Norway and Finland. Our shared goal is simple: to make more sustainable beauty the new standard.

In the Nordics, L’Oréal offers refills across 14 brands in fragrance, hair care, skin care, and make-up categories, leading the movement to make refills the industry standard. The goal is to reduce the amount of packaging material used in beauty products. As an example, a L’Oréal Paris Elvital shampoo 250ml refill pouch uses 60% less plastic than the bottle of the same size, while refilling a 50ml Prada Paradoxe perfume twice avoids using 67% of metals, preserving the sentimental keepsake bottle.

By focusing on refill innovation across the iconic brands - from Kérastase and Lancôme to Kiehl’s and CeraVe - L’Oréal Nordic and Matas Group are together directly addressing consumer barriers:

• Making refills accessible and easy to find through Matas Group’s and KICKS’ dedicated refill homepages online.
• Lifting the price barrier* and offering value-driven solutions (*Retail prices are solely at the retailer’s discretion).
• Providing concrete actions that consumers can integrate into their daily beauty routines to consume beauty more sustainably.

Addressing the Intent-Action Gap: While 84% of consumers want to make more sustainable choices, a significant "Intent-Action Gap" remains between desire and daily behavior. L’Oréal recognizes that bridging this gap requires steady awareness of the many tangible solutions that make behavioral change possible. More sustainable beauty is more than a product feature; it is a visible, adopted behavior.

"We are seeing our vision for a more circular future take shape across the Nordics, and we are very pleased to join forces with Matas Group and KICKS to create awareness and drive this movement together," says Sveta Morris, Sustainability Director at L’Oréal Nordic. "By ensuring our refill innovations are available and amplified through leading retail platforms, we make it easier for consumers to make informed choices."

“This is not a short-term activation, but a long-term commitment to provide refillable solutions and inspire the consumer mindset into reuse and refill. Our goal is to empower consumers to move from 'considering' to 'acting' by making refill solutions accessible, visible, and a seamless part of their daily routine”, says Alice Wassard, EVP Group Commercial in Matas Group. 

For more information, please contact:
David Mouyal, Nordic Director for Corporate Affairs & Engagement, L’Oréal Nordic, +45 42 14 2968
Kevin Arildtoft Moer, Head of Press, Matas Group, +45 21 44 33 05


#JoinTheRefillMovement #WorldRefillDay #CircularBeauty