L'Oreal, a global leader in the cosmetics industry, present in Romania with 22 brands, is opening a perfume refill station inside the Sephora store in Promenada Mall in Bucharest.

However, it's not just perfumes that have joined this Refill program. All 37 global brands of the group now have at least one product that can be refilled: shampoos, conditioners, shower gels, lipsticks, creams. For all product categories: luxury, mass-market, professional, or dermatological.

This move is part of the company's broader strategy to reduce the amount of virgin plastic in packaging. And to change the business model from linear to circular.

By 2030, all packaging, including cosmetic packaging, must be recyclable and reusable, according to EU Regulation 40/2025.

However, the circular transformation in the beauty industry is not limited to rethinking packaging. Circularity begins with rethinking the ingredients from which cosmetic products are made.

See what choosing sustainable ingredients means in the video report.