A growing refill movement in beauty is turning a small change in shopping habits into a major consumer trend. Instead of buying a new container each time, shoppers keep the original package and buy lighter refill packs, reducing the glass, plastic, cardboard and other raw materials needed for new packaging. L’Oréal Israel is marking International Refill Day, on June 16, with a global campaign to raise awareness of refill products across fragrance, skincare, dermocosmetics and professional hair care.
The campaign, called “Join the Refill Movement,” is running online with Super-Pharm and other retail chains, and includes discounts on refill versions of brands such as Lancôme, Prada, Yves Saint Laurent, Mugler, Kiehl’s, Vichy, La Roche-Posay, CeraVe, Kérastase and L’Oréal Professionnel. Pop-up experiences will also open at Ofer Ramat Aviv and Grand Haifa malls to demonstrate how easy refill products are to use.
L’Oréal cites market data showing strong interest in sustainable shopping. In Kantar’s 2025 global sustainability index, 84% of respondents said they want to make more environmentally friendly choices. But there is still a gap between intention and actual purchase, partly because many consumers assume sustainable products cost more and because refill options remain limited on shelves. The company says refill packaging helps close that gap by making the products more affordable and more available.
The article says refill formats have expanded beyond beauty into other industries as part of the shift toward a circular economy. Examples include smart perfume bottles with automatic shutoff, removable inner capsules for face creams, lightweight refill pouches for skincare, and dedicated hair-care refills. Refill takes only seconds and preserves the original container for repeated use.
A L’Oréal Israel and Kantar Israel survey of 800 men and women found that 63% of Israelis would choose refill products mainly to save money, while 34% were motivated first by sustainability. Consumers expect an average discount of about 20% versus regular packaging, and current promotions can deliver savings of 20% to 40%. Shirley Kantor, a sustainability and impact marketing expert involved in the campaign, said behavior changes faster when consumers see an immediate personal benefit. Ariella Yaari, L’Oréal Israel’s VP of communications and sustainability, said the Israeli consumer is ready for refill products if they offer clear economic value and a simple user experience.
