Several brands are increasingly adopting a range of sustainability practices, and L’Oréal is no different. The beauty company recently reported a 34% increase in global refill sales between 2024 and 2026, reflecting years of investment in packaging innovation, manufacturing and consumer education.
In Malaysia, those efforts are reflected in the 2026 Join the Refill Movement, which brings together seven brands across three business divisions and marks the country’s largest participation in the campaign to date.
During an exclusive interview with BusinessToday, Natasha Karim, Sustainability Lead at L’Oréal Malaysia, said the company’s refill strategy is part of a broader business transformation rather than a standalone sustainability campaign.
“Business performance and environmental impact are connected. Sustainability is no longer something that sits separately from the business—it is part of how we operate,” she said.
Building a Circular Business Model
The Refill Movement is one part of L’Oréal’s wider L’Oréal for the Future sustainability programme, launched in 2020. The Group has committed to reducing packaging intensity by 20% by 2030, cutting virgin plastic use by half and sourcing 50% of its packaging materials from recycled or bio-based sources.
According to the company, 44% of its packaging materials already come from recycled or bio-based origins, while its range of refillable products has grown 3.7 times since 2019.
Rather than introducing refillable products as a niche offering, L’Oréal is expanding them across multiple categories, including luxury fragrances, dermatological skincare, professional haircare and consumer beauty products.
Making Refills Easier to Find
According to Natasha, increasing product visibility has become a key focus of the campaign. “The challenge is no longer whether refill products exist,” she stated. “It’s making sure consumers know where to find them.”
Global consumer research cited by L’Oréal found that 84% of consumers want to make more responsible purchasing decisions. However, 42% were unaware refillable options existed, while 43% said they could not find refill products on retail shelves.
Instead of limiting refill products to flagship stores, L’Oréal has made them available through Sephora, Watsons, Guardian, Lazada and its own online platforms.
Measuring Environmental Impact
L’Oréal is also placing greater emphasis on measurable sustainability claims. Rather than marketing products simply as environmentally friendly, refill packaging includes product-specific data showing the reduction in materials used.
For example, a La Roche-Posay refill uses 73% less plastic than purchasing a new bottle. In comparison, a Lancôme La Vie Est Belle refill reduces glass by 74%, plastic by 63% and metal by 100%.
Natasha said measurable data is important because consumers increasingly expect evidence to support sustainability claims rather than broad environmental messaging.
Beyond Refill Packaging
Aside from its investment towards sustainability, the company has committed €100 million through its L’AcceleratOR programme, which began in April 2025, to develop new packaging technologies, including bio-based plastics, seaweed-derived materials and recyclable paper bottles.
Malaysia is also playing a role in the company’s broader circular economy ambitions. In 2025, L’Oréal Malaysia became the first beauty company in the country to be recognised by the Ministry of Housing and Local Government (KPKT) as an Early Adopter of Voluntary Extended Producer Responsibility (EPR), recognising its efforts to support recycling infrastructure beyond its own operations.
More Than an Environmental Initiative
While the Refill Movement is designed to encourage consumers to adopt refillable products, Natasha believes its broader significance lies in changing how sustainability is integrated into business.
“What we’re seeing is that sustainability and business performance are no longer separate conversations,” she stated. “For us, they need to move together.”
With refill products now available across multiple brands and retail channels in Malaysia, L’Oréal is betting that circular beauty can become part of mainstream consumer behaviour rather than remain a niche sustainability initiative.
