L’Oréal Indonesia backs refill culture to future-proof luxury beauty

In conjunction with World Refill Day on 16 June, L’Oréal Indonesia is ramping up its commitment to sustainable beauty by urging consumers to “Join the refill movement”. The initiative aligns with the group’s global sustainability roadmap, L’Oréal for the future, which aims to fully embed circularity into its packaging systems by 2030.

This latest push signals how refill culture is fast becoming central to the business strategy of one of the world’s largest beauty groups, particularly in markets such as Indonesia where Gen Z consumers are increasingly vocal about environmental impact.

A recent study cited by the brand suggests that 86% of Gen Z consumers are interested in sustainable products, with 90% of those aged 18-24 willing to pay more for refillable options. These figures reinforce the commercial case for sustainability-led innovation in packaging, which is now being mirrored in L’Oréal’s luxury offerings.

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From hair oils to skincare, L’Oréal’s Indonesian portfolio now features refill-at-home options across flagship brands including Kérastase, Lancôme, La Roche-Posay, and Yves Saint Laurent Beauty. According to the company, the environmental gains are significant, with Kérastase shampoos reducing plastic usage by 82% and Lancôme Absolue refills cutting plastic by 32%.

Meanwhile, La Roche-Posay’s Effaclar Foaming Gel saves up to 73% plastic and Kiehl’s Ultra Facial Cream refills reduce plastic by 61%. YSL’s Libre perfume refill slashes glass, plastic, and paper usage by 58%, 59%, and 42%, respectively.

These are not marginal gains. One standout case: refilling Kérastase Elixir Ultime Hair Oil, which uses 100% recycled plastic and 30% recycled glass, reportedly saves 148 tonnes of glass annually - equivalent to three-quarters the height of the Louvre Pyramid.

For L’Oréal, marrying eco-consciousness with prestige remains key. “With refill-at-home products from L’Oréal, consumers do not sacrifice luxury - in fact, it enhances the experience,” said Venesia Rizani, business unit general manager for YSL Beauty & Armani Beauty in Indonesia, as quoted by Beautynesia.

She added: “We want to preserve the signature of luxury beauty - its aesthetic and elegance - while delivering sustainability and ingredient quality. That’s why we’re accelerating refill innovation across our premium lines, focusing on packaging that is not only eco-friendly but also practical, efficient, and still elegant. Interestingly, our consumers feel more empowered as they take part in making sustainable choices.”

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