Kiehl’s Launches Refill Campaign to Reduce Single-Use Plastic Consumption

Kiehl’s Since 1851 is continuing its journey to drive a more circular economy by encouraging consumers to opt for refillable formats, when able, through its newest campaign.

The “Don’t Rebuy. Just Refill” campaign was created to inspire and drive environmental action while highlighting the global impact plastic waste has on the planet, including Earth’s highest peak, Mount Everest.

To launch the new campaign, Kiehl’s collaborated with stop-motion director Mark Waring on a hero film. Using recycled set elements, the film transports viewers to Mount Everest where animated trash sing to a purposeful parody of the hit single, “I Will Survive.” The updated lyrics and animation symbolize how plastic can live for hundreds of years as waste or reused forever in a bathroom through refillable product formats.

Kiehl’s currently offers a variety of face, body and hair formula favorites in refillable pouches, with its moisturizer, Ultra Facial Cream (UFC), being the latest addition to the collection. This refill pouch is made with 61% less plastic packaging than one 50ml UFC jar and can refill that same jar three times.

Peak Performance

Kiehl’s has a long-standing history at Mount Everest. In 1988, the brand sponsored the first ascent expedition on the mountain’s East Face without supplemental oxygen. Climbers were equipped with Kiehl’s products to ensure skin remained hydrated throughout the expedition, despite the mountain’s harsh conditions.

Today, Kiehl’s returns to Everest in partnership with Nepal-based NGO, Sagarmatha Next, and Sagarmatha Pollution Control Committee’s Carry Me Back initiative to support the removal of waste for proper recycling. Over two years, approximately 22 tons of waste left behind by Everest National Park and the Khumbu region tourism will be removed through the partnership.

Kiehl’s has also collaborated with artist and environmental activist Benjamin Von Wong for a second time this year to create a thought-provoking sculpture that will live at Sagarmatha Next’s Centre – en route to Everest Base Camp. The installation draws attention to the single-use plastic waste problem in the region while encouraging trekkers and climbers who pass through to use refillable formats when they can.

Kiehl’s says it’s committed to making single-use plastic a thing of the past by designing 100% of products to be re-used, refilled or made of recycled materials by 2030.