Pioneering Green Partnerships: L’Oréal Middle East and BinSina Pharmacy Unite for Sustainable Beaut

Dubai, UAE – In a bold move to advance sustainability in the region’s beauty sector, L’Oréal Middle East and BinSina Pharmacy have signed a Memorandum of Understanding (MOU) today, cementing a strategic green partnership that champions circular practices and conscious consumer engagement.

The strategic alliance reflects and reinforces the UAE’s national sustainability agenda, driving responsible consumption and reducing environmental impact. By introducing refillable beauty products to reduce plastic waste, upskilling beauty advisors with sustainability-focused training, and raising public awareness around eco-friendly habits and critical health causes, L’Oréal Middle East and BinSina Pharmacy are actively contributing to the UAE’s broader vision for sustainable development.

These combined efforts align closely with the country’s ambitions to build a circular economy, phase out single-use plastics, and foster meaningful community engagement. The multi-year partnership will encompass a range of initiatives designed to minimize environmental impact and promote sustainable practices. Key elements of the agreement include:

• Expanding Refill Availability: L’Oréal Middle East will progressively introduce a wider selection of its refill products across BinSina stores, making it easier for consumers to choose eco-conscious options and reduce plastic consumption.
• Minimizing Waste: Through optimized forecasting and dedicated in-store programs, the partnership aims to significantly reduce product waste and promote a circular economy in addition to 85% eco designed POSM by 2027.
• Empowering Beauty Advisors: Joint training programs will equip BinSina’s Beauty Advisors with the knowledge and tools to effectively communicate the benefits of sustainable beauty practices to consumers.
• Championing Social Responsibility: The partnership will leverage the “Fight with Care” initiative, led by L’Oréal’s La Roche-Posay brand, to raise awareness and support for important social causes. Joint activations will focus on community engagement and promoting a more inclusive approach to beauty.

“Our collaboration with BinSina Pharmacy underscores the importance of collective action in advancing sustainability,” said Sanaa Bougazzoul, General Manager, L’Oréal Dermatological Beauty. “As the UAE accelerates its national sustainability agenda and works toward a circular economy, partnerships like this are critical. By promoting refillable beauty solutions, educating consumers, and empowering advisors, we are not only reducing our environmental footprint – we are also inviting consumers and the industry at large to take part in this transformation. It is only through this unified approach that we will be able to drive meaningful progress and foster lasting, positive change in the beauty industry.”

“At BinSina Pharmacy, we believe health and well-being go beyond individual care they extend to the communities we serve and the planet we share. Our Green JBP with L’Oréal Dermatological Beauty is not just about offering sustainable products; it’s about giving our teams, customers, and wider community the opportunity to embrace healthier lifestyles while making a positive impact on the environment. We are incredibly proud of our partnership with L’Oréal, and together, we are committed to creating meaningful change through education, accessibility, and shared action.” added CEO of BinSina Pharmacy, Dr. Doaa Marouf.

The partnership underscores the vital role of collaboration in driving systemic change and encourages customers to be part of the movement toward a more sustainable and socially responsible beauty industry.