ShanghaiJune 11, 2026 /PRNewswire/ — On June 10, 2026, L’Oréal, a global pioneer in the beauty industry, and Ant Group announced a long-term strategic partnership for sustainability at the fourth Shanghai International Carbon Neutrality Technology, Products, and Achievements Expo (hereinafter referred to as the “Carbon Neutrality Expo”). Together, they launched the “Heartbeat into Action” sustainable consumption and green living initiative. Leveraging Ant Group’s Ant Forest platform, with its deep expertise in guiding sustainable consumer behavior, and L’Oréal’s innovative strengths in sustainable product development, the two parties aim to bridge the “say-do gap” between consumers’ sustainable ideals and actual actions through a dual-track model: short-term campaigns to ignite participation and long-term mechanisms to cultivate green habits. The goal is to make green choices a natural part of everyday life.
L’Oréal and Ant Group jointly launch the partnership
Park Ji-seon, Chief Sustainability Officer for L’Oréal North Asia and China, stated: “We believe that when green choices become convenient, accessible, and genuinely rewarding, consumers will stick with them. Driving sustainable consumption requires integrating sustainable concepts into daily life. Through ‘Ant Forest,’ Ant Group has not only ignited people’s passion for environmental protection but also reshaped their behavioral habits. On the path to green transformation, they are L’Oréal’s most steadfast partner.”
Park Ji-seon, Chief Sustainability Officer for L’Oréal North Asia and China, delivers a speech
Peng Yijie, Senior Vice President and Chief Sustainability Officer of Ant Group, remarked: “A shared ‘original intention’ to protect nature brought Ant Group and L’Oréal together; L’Oréal’s eco-friendly products being integrated into the green product certification systems of Ant and Tmall platforms makes ‘heartbeat’ green consumption more cost-effective and rewarding; and our shared ‘innovation’ will lead us to embrace a future of shared beauty.”
Peng Yijie, Senior Vice President and Chief Sustainability Officer of Ant Group, delivers a speech
Visible Green Choices: Thousands of Products Integrated into Certification Systems for Easier Identification
To ensure every green choice by consumers leaves a trace, both parties will fully integrate into the green product certification systems of Ant and Tmall platforms. L’Oréal products that are FSC-certified, produced in green factories, or meet other sustainability standards will be tagged with a “Sustainable Product Label.” Currently, thousands of products under the L’Oréal Group have received this green label. Consumers purchasing products with this label can earn Ant Forest green energy or directly plant a Haloxylon ammodendron tree, allowing sustainable consumption behaviors to be instantly recorded and rewarded. In the future, both parties will gradually expand the scope of certified products and continue to promote green consumption education, lowering the barrier to identifying green choices and making green consumption easier and more deeply ingrained.
Tangible Minimalist Aesthetics: “Heartbeat Forest” Promotes Refill Packs as a New Consumption Norm
Beyond providing clear guidance for green consumption, the two parties have also announced the launch of the “Ant Forest • Heartbeat Forest” long-term project, aiming to transform refill packs from an “eco-friendly option” into a “consumption norm.” The first campaign, running from April to June 2026, features a simple two-step process to encourage deep consumer participation: Step one, consumers visit the Ant Forest campaign page to purchase designated refill products and earn green energy; Step two, by participating in the “Heartbeat Forest” interactive treasure hunt and lucky draw, they can unlock limited-edition virtual skins, real tree adoption rights, beauty gifts, and more surprises. Approximately 30 million users have already participated in this campaign. Looking ahead, both parties will continue to expand the refill product line to include skincare, cosmetics, hair care, and other categories. Leveraging Ant Forest’s engaging and beneficial interactive mechanisms, they will maintain user participation through phased challenges, reaching hundreds of millions of Ant Forest users, making their green actions visible, gradually reinforcing the concept of circularity, and embedding plastic reduction and reuse into consumers’ daily habits.
Planted Virtuous Cycle: Turning Consumer Choices into Lasting Environmental Impact
While guiding behavioral changes on the consumption side, L’Oréal aims to extend the value of sustainability beyond the consumption stage, translating it into tangible contributions to natural ecosystems. Based on this consensus, both parties will establish a long-term ecological restoration cooperation mechanism, continuously converting online green consumption behaviors into perceptible ecological outcomes. The first collaborative project has already been launched in Weichang County, Hebei Province, where 33,000 Pinus tabuliformis trees will be planted for wind and sand fixation, restoring 300 mu of desertified land and supporting local biodiversity conservation and desertification control. In the future, the partnership will expand to more ecological restoration areas based on consumer participation, making the green results of sustainable consumption “visible.” This mechanism creates a complete public welfare loop of “online participation, energy aggregation, and offline restoration.” Every time a consumer chooses a refill pack, it may ultimately become a tree taking root in the desert, turning virtual energy into tangible green fruits.
When every purchase of a refill pack yields an energy reward, and every participation may plant a green tree in a distant land, sustainable consumption becomes an accessible part of daily life. From partnering with Aihuishou in 2024 to explore new models for recycling empty bottles, to collaborating with JD.com in 2025 to launch the first beauty industry sustainable consumption incentive plan, and now joining forces with Ant Forest to embed sustainable consumption into a national-level daily green living scenario, L’Oréal has consistently partnered with outstanding organizations across different fields to bring green choices closer to consumers, turning sustainability from a concept into a daily action that everyone can participate in, anytime and anywhere.