L’Oréal, Aster Pharmacy partner to expand beauty refill packaging in UAE
By putting refill stations directly in community pharmacies, the approach tackles a major adoption barrier, consumer inconvenience in seeking refills via specialist shops or online channels.
UAE – L’oréal dermatological beauty and Aster Pharmacy, the retail arm of Aster DM Healthcare, have partnered to improve the visibility and accessibility of refillable beauty packaging in the United Arab Emirates, with a rollout planned across select stores in 2027.
The collaboration aims to increase refill availability and enhance in-store displays for beauty products from La Roche-Posay, Vichy and CeraVe.
The companies are set to work on improved forecasting and stock planning to help reduce product waste.
Placing refill stations directly inside community pharmacies addresses a key barrier to consumer adoption, which is the inconvenience of seeking refills through specialist stores or online channels.
Eco-Designed Displays Target 75 Percent by 2027
The partnership also includes a target of 75 percent eco-designed point-of-sale materials by 2027.
Retail displays represent a significant but frequently overlooked source of packaging waste in the beauty sector, where promotional stands and shelf units are often constructed from mixed materials that cannot be easily recycled.
Redesigning these materials complements the primary packaging refill initiative by reducing waste across the entire retail footprint.
Leadership Frames Refills as Everyday Routine
Laurent Duffier, chief executive of L’Oréal Middle East, said refills were designed to fit effortlessly into routines, cut down on plastic and be kind to consumers’ wallets.
He added that by bringing refillable products and refill stations directly into trusted community pharmacies like Aster, sustainable choices simply became part of everyday life.
Duffier noted that beyond refills, the company was introducing greener, eco-designed store displays, reducing retail waste and empowering beauty advisors to help guide conscious choices, describing the effort as turning sustainability ambitions into everyday habits.
Retail Advisory Role Drives Consumer Adoption
N.S. Balasubramanian, chief executive of Aster Retail across the Gulf Cooperation Council region, said sustainability should be reflected in the choices the company made and the experiences it created for customers.
He added that the partnership aimed to make responsible beauty simpler and more accessible while continuing to provide trusted advice and personal care.
Sanaa Bougazzoul, general manager at L’Oréal Dermatological Beauty Middle East, said the real value of the partnership would be felt in store when a customer discovered a refill for a product they already used, or when a beauty advisor helped them understand how it fit into their routine.
This year, L’Oréal launched its third Join the Refill Movement campaign to promote refillable packaging alternatives in the personal care sector.
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