L'Oréal DACH is significantly expanding its portfolio of refill products, so-called "refills", thereby underlining its pioneering role for more sustainable consumption in the cosmetics industry.

Together with retailers, L'Oréal is now rolling out its refill offering across all business areas to give customers easier access to more sustainable products.

Numerous L'Oréal brands, such as L'Oréal Professionnel, Kérastase, La Roche Posay, and Lancôme, already offer refill solutions to reduce plastic waste and conserve resources. The offering is now being expanded to include refills for skin and hair care brands such as Garnier, L'Oréal Paris, and CeraVe, as well as refillable perfume packaging, for example, from Mugler and Prada.

In order to make the switch to refills as easy as possible for consumers and to clarify the advantages of this sustainable concept, L'Oréal is now increasingly working with its retail partners on comprehensive education, both at the point of sale and across various media channels, in order to raise awareness of the issue, remove potential hurdles and thus make it easier to use.

As part of the initiative, brand testimonials such as Emma Watson, Eva Longoria, and German actress Nilam Farooq, as well as numerous influencers, are promoting cosmetic refills on social media and online platforms like YouTube, demonstrating how easy this product format is to use. To drive change in the refill sector, L'Oréal is supporting this communication with DACH-wide, high-reach campaigns on TV, print, and online.

"We see it as our responsibility to create sustainable solutions for our customers while minimizing our ecological footprint," says Dr. Kiri Trier, Sustainability General Manager L'Oréal DACH. "The expansion of our refill offering is an important step on this path, and the 'refill revolution' we have initiated is a clear signal of our commitment to making the future of cosmetics even more sustainable."

Since 2020, L'Oréal has consistently focused on environmentally friendly measures and activities with its comprehensive sustainability program "L'Oréal for the Future." The company has set itself ambitious sustainability goals, including a complete transition to 100% reusable, recyclable, or compostable packaging by 2030. In this context, L'Oréal continuously invests in research and development to achieve these goals and develop innovative, sustainable solutions.