In Casablanca, L’Oréal Morocco has set the stage for a new era of responsible beauty. Through an exclusive workshop, the French group’s subsidiary invited Moroccan consumers to join “The Refill Movement,” a global initiative that encourages the refilling of cosmetic products rather than their replacement. A simple gesture, yet one with a significant environmental impact.
“To be a leader is to be exemplary,” reminded Laila Benjelloun Touimi, managing director of L’Oréal Morocco. For her, the beauty of the future can no longer be conceived without responsibility: ethical, social, societal, and environmental.
A Global Commitment Localized
This approach is part of the ongoing international program “L’Oréal for the Future,” launched in 2020. Midway through, the group has set strong ambitions: to achieve 100% renewable energy at its sites, reduce its greenhouse gas emissions by 57%, and support 10 million people through inclusion and empowerment programs — including 5 million women by 2030.
Refillable products now embody this philosophy. They pave the way for a new beauty ritual, more respectful of the planet and more aware of the impact of daily actions. “We want to make refilling a natural habit, integrated into the way we consume beauty,” explained Ms. Benjelloun Touimi.
80 Years of History in Morocco, Still a Pioneer
Present since 1943, L’Oréal Morocco was the first subsidiary of the group created outside Europe. This historic establishment reflects the deep connection between the brand and the Kingdom. Today, the company continues its mission: to combine innovation, performance, and sustainability, while placing the Moroccan consumer at the heart of the transformation.
The workshop also marked the signing of a partnership with Beauty Success, centered around a program for the collection and recycling of perfume bottles. A concrete collaboration that reinforces the shared commitment of both actors to build a circular cosmetic industry.
Responsible Beauty, Desirable Future
By launching the “Refill Movement” in Morocco, L’Oréal expresses its belief: beauty can be both a source of pleasure and progress. The act of refilling thus becomes a symbol of conscious consumption, where each choice contributes to a more sustainable future.
“Our ambition is to have a positive impact on our entire ecosystem,” concludes Laila Benjelloun Touimi.
A promise that gives beauty a new meaning: that of shared responsibility.
