L’Oreal Egypt launches the most ambitious global edition of #JoinTheRefillMovement. this is the most comprehensive corporate sustainability campaign in the Group’s history, confirming that refillable beauty is no longer a niche choice, but the obvious one.
This has been designed to bridge the gap between the intention and action of consumers who say they want to make more sustainable choices. Refills are one part of L’Oréal’s wider packaging sustainability ambition.
Building on the momentum of previous years initiated in 2024 and expanded in 2025, the 2026 campaign goes further: with more brands activating across social media, and working in ever-closer partnership with local retail partners to ensure refill options are visible, and easy to access across supermarkets, salons, pharmacies, boutiques, department stores, and online.
The consumer demand for sustainable beauty solutions has never been clearer. According to a recent international KANTAR survey, 84% of consumers want to make more sustainable choices. Yet awareness of refills and the gap between intention and action remain challenges that this campaign directly addresses: driving discoverability, reassuring on practicality and performance, and making the price advantage clear.
The 2026 campaign reflects L’Oréal’s conviction that refillable beauty must be universal, available at every price point, in many beauty aisle and across three of their Divisions in the Egyptian market:
• L’Oréal Luxe features hero products including YSL MYSLF & Prada Paradigme
• Professional Products Division scales with Kerastase
• L’Oréal Dermatological Beauty brings together La Roshe Posay Effaclar & Vichy Dercos to offer premium refillable solutions to dermatological skincare.
Each product in the campaign carries its own specific claim, giving consumers a precise measure of the impact of their choice from the first refill.
“The Refill Movement reflects L’Oréal’s long-term commitment to building a more sustainable future for beauty,” said Mohamed El Araby, Managing Director of L’Oréal Egypt. “Through this campaign, we are making refillable solutions more accessible and economically attractive to consumers in Egypt, proving that sustainable habits can also offer great value. Real change is driven by collective action. By choosing refillable products, consumers can easily optimize their daily choices to reduce packaging waste, helping shape a responsible future for the beauty industry and generations to come.”
Making refills the new norm requires a fundamental evolution across the entire value chain, from supply chain to product design to local retailer partnerships and consumer engagement.
Refillable beauty is a movement. And in 2026, this invitation is open to everyone in Egypt to make one straightforward choice: less impact on the planet, better for your wallet. #JoinTheRefillMovement.