By 2025, the brand’s refills had saved 87 tons of plastic, the equivalent of more than 3 million water bottles avoided. Yves Rocher is also the market leader by value in the hygiene refill segment in France. A pioneer in refills since 1994, the brand draws on more than 30 years of user feedback.
Up to 70% less plastic
Since early 2026, a 600-ml flexible format has been introduced for several shampoo products. The flexible pouch fills two 300-ml bottles and uses up to 70% less plastic than conventional packaging. This packaging is advertised as fully recyclable. It builds on the model introduced for shower gels, with a volume suitable for repeated use.
The Villes-Geffs site will launch a dedicated line in 2026
In La Gacilly, the Rocher Group inaugurated a production line in 2026 at the Villes-Geffs site, with support from Citeo, dedicated to large-format flexible refills for several shampoos. This capacity allows the company to expand its product range beyond shower gels and to establish manufacturing operations in Brittany. The industrial organization is structured to balance quality requirements with reducing the plastic footprint, from formulation to packaging.
An adoption metric rounds out the picture: 70% of female customers who purchased this format at Yves Rocher had never opted for refills before. This first-time adoption rate illustrates a broadening of usage beyond the core group of early adopters who have historically been loyal to refills.
