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In June 2025, we launched our first global multi-brand, multi-category, multi-channel campaign called #JoinTheRefillMovement. Timed to coincide with World Refill Day, on the 16th of June, the campaign was designed to encourage consumers to embrace refills as the latest beauty ritual and contribute to a more sustainable future. It brought together some of the Groupe’s most iconic brands including Lancôme, Armani beauty, Yves Saint Laurent Beauty, Kiehl’s, Mugler, Maison Margiela Fragrances, Prada Beauty, Valentino Beauty, L’Oréal Paris, Kérastase, L’Oréal Professionnel, and La Roche Posay.

Beauty is often dismissed as superficial and perceived only as makeup or a product aisle in a store. But this narrow definition ignores the deeper impact beauty has on culture, society and the global economy. In 2024, we launched ‘The Essentiality of Beauty’, a global study exploring beauty’s role in emotional, social and economic life. This research showed that beauty regimes are an integral part of personal care, that beauty plays a role in social interaction and that no human society has existed without it.

Studies have shown that pigmentation issues affect a large proportion of the world’s population, with 50% of people reporting at least one pigmentation disorder, including age spots, sunspots and post-inflammatory hyperpigmentation. To target this important issue L’Oréal scientists developed Melasyl™, a patented new molecule, born from almost of 20 years of research, which helps to reduce the appearance of localized excess pigmentation and improve skintone uniformity. Melasyl™ has a different mechanism of action from other cosmetic ingredients that act on localized hyperpigmentation. It does not act on the enzyme responsible for melanin synthesis, and so does not permanently alter the natural biological pathways of skin pigment production responsible for skin color.