Kiehl’s has launched a new refill campaign, Don’t Rebuy. Just Refill, aimed at tackling the beauty industry’s growing plastic waste problem.
As part of its broader effort to move toward a circular economy, the L’Oréal-owned beauty label Kiehl’s is urging consumers to switch to refillable product formats. Its new Don’t Rebuy. Just Refill. campaign comes at a time when plastic waste is under scrutiny for its environmental impact, with only ten percent of plastic being recycled globally, while the rest lingers in landfills or the ocean for hundreds of years.
Kiehl’s collaborated with stop-motion director Mark Waring on a short film that uses animated trash to parody the disco hit I Will Survive. The film, made from recycled set elements, shows trash singing about its potential for endless reuse or remaining as waste for centuries. This creative approach aligns with the brand’s goal to motivate consumers to be part of the solution by choosing refillable products.
Kiehl’s has introduced several of its best-selling products in refillable pouches, including its popular Ultra Facial Cream (UFC), which uses 61 percent less plastic than traditional packaging. According to the brand, the UFC refill pouches can refill a single jar three times, offering both an eco-friendly and cost-efficient alternative for customers.
Kiehl’s plastic-free future
Kiehl’s has set an ambitious target to transition 100 percent of its packaging to be refillable, reusable, or made from recycled materials by 2030. This initiative is part of the company’s broader Mission Renewal plan, which focuses on reducing waste through sustainable packaging and educating consumers about responsible consumption.
As the brand moves forward, Kiehl’s sees refillable packaging as the future of the beauty industry, and it’s calling on consumers to take part in that transformation. The company is betting that its long-standing reputation, combined with innovative marketing campaigns like Don’t Rebuy. Just Refill, will help drive change in consumer behavior, making plastic waste a thing of the past.
Kiehl’s sustainability push is not limited to its product lines. The brand has a connection to Mount Everest, dating back to 1988, when it sponsored the first ascent of the mountain’s East Face without supplemental oxygen. In a modern nod to that history, Kiehl’s has partnered with Nepalese NGO Sagarmatha Next and the Sagarmatha Pollution Control Committee to support the Carry Me Back initiative. This partnership aims to remove 22 tons of waste from the Everest region over the next two years for proper recycling.
Kiehl’s collaborated with environmental artist Benjamin Von Wong to create a striking sculpture made from plastic waste. The sculpture, housed at Sagarmatha Next’s Centre along the trail to Everest Base Camp, highlights the impact of single-use plastics in one of the world’s most pristine regions. Von Wong’s artwork serves as a reminder for climbers and trekkers to adopt refillable solutions during their journey.
Kiehl’s has been making significant efforts to reduce its environmental footprint, with a particular focus on ending single-use plastic. One of the main initiatives is the brand’s Recycle and Be Rewarded program, which encourages customers to return empty Kiehl’s containers to their stores for recycling. This program has been implemented in multiple countries, and through this initiative, Kiehl’s has successfully diverted tons of plastic waste from landfills.
Additionally, Kiehl’s is a part of L’Oréal’s larger sustainability initiative, known as L’Oréal for the Future. As a subsidiary of L’Oréal, Kiehl’s is committed to using 100 percent recycled or bio-sourced plastic in its packaging by 2030. In line with its commitment to use 100 percent recycled or bio-sourced plastic in its packaging by 2030, Kiehl’s has already begun using post-consumer recycled (PCR) materials for some of its packaging.
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