THG is expanding its consumer recycling initiative aimed at addressing hard-to-recycle beauty and cosmetic packaging, helping brand partners manage new packaging waste fees. The Recycle program provides a “collaborative approach” to waste management in conjunction with THG’s beauty retail platforms, Lookfantastic and Cult Beauty. By utilizing a Royal Mail doorstep collection service, consumers can recycle cosmetic packaging from any brand at no cost.
In partnership with waste management firm MYGroup, the collected packaging will be repurposed for various projects, including beauty packaging research and development or creating equipment for schools.
THG aims to recycle one million units within the first year of the program’s launch.
“The beauty industry faces a significant issue in tackling its waste problem. Although many consumers are keen to do their part, the UK recycling system often causes confusion and means that only 9% of cosmetic packaging is recycled, according to the British Beauty Council,” says Steve Carrie, director at MYGroup.
“As the market leader in cosmetics recycling, we’re proud to be partnering with THG and its premium beauty brands to make recycling easy and accessible through Recycle.”
Critical data insights
THG highlights that the beauty industry discards an estimated 120 million units of packaging annually. Recycle offers detailed data to shed light on consumer recycling habits and supports the new modulated Extended Producer Responsibility (EPR) fees, which require retailers to take financial responsibility for the management of products and packaging at the end of their life.
Metrisk, a sales promotion and marketing specialist, has teamed up with THG’s Recycle program to develop the free Recycleapp. This app allows consumers to scan their packaging, arrange doorstep collections, and track reward points for eligible products.
“We’re thrilled to partner with THG’s Recycle scheme to divert excess cosmetics packaging from landfill. The technology behind our app offers full traceability, allowing brands to confidently report on the lifecycle of their products,” comments Alistair Morelli, co-founder and director at Metrisk.Mark Jones, chief sustainability officer at THG, adds: “For brands, recycling schemes are incredibly complex and costly. With Recycle, we are offering our brand partners a cohesive industry approach that provides the level of data needed under new EPR regulations.”
Circular beauty packaging
THG’s announcement coincides with Recycle Week 2024, themed “Rescue Me,” which encourages consumers to retrieve recyclable items from the trash.
The trend of refillable packaging is gaining traction in the beauty industry. Recently, Berry Global updated its supply deal with True to provide refillable packaging for its deodorant, which launched last year as the first refillable antiperspirant in the Polish market.
In other circular packaging developments, Virospack has introduced a 100% recyclable Eco-Pump specifically designed for the beauty and personal care sectors. This pump facilitates recycling without the need for disassembly, as it is made entirely from PP monomaterial, unlike traditional pumps that often contain multiple materials, complicating recycling.
Additionally, lightweight packaging solutions are becoming more prominent. Metsä Board has entered a supply deal for space-saving promotional packaging for Finnish cosmetics brand HejBuddy. This new lightweight packaging, made from micro-flute corrugated board using Metsä Board’s white kraftliner, offers both flexibility and luxury appeal.
