L’Oréal Middle East partners with BinSina Pharmacy to push sustainable beauty in the UAE

THE WHAT? L’Oréal Middle East has entered a multi-year sustainability partnership with UAE-based BinSina Pharmacy. The collaboration is formalized through a Memorandum of Understanding and aims to support the country’s push toward a circular economy by integrating more sustainable practices into the beauty and personal care retail space.

THE DETAILS  As part of the agreement, L’Oréal will expand the availability of its refillable beauty products across BinSina locations. The partnership will also reduce plastic use through eco-designed point-of-sale materials, targeting 85% by 2027. Waste reduction measures will include improved forecasting and in-store initiatives.

Beauty advisors will be trained through joint programmes to guide consumers toward more environmentally conscious beauty choices. The partnership will also support community engagement via initiatives like La Roche-Posay’s “Fight with Care,” focused on social impact and public health awareness.

THE WHY? This move reflects the growing importance of sustainability in the beauty and personal care sector, particularly in the Gulf region where national agendas now emphasize environmental responsibility. With consumer demand shifting toward refillable and low-waste options, the collaboration positions both companies to lead on circular practices in cosmetics retail. It also reinforces the role of education and consumer-facing teams in advancing eco-conscious behaviour.

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