L'Oréal launches bottles made from 100% recycled plastic and rolls out Maybelline recycling scheme

L'Oreal has confirmed that bottles of Paris Elvive will be made from 100% recycled plastic, on the same day that its Maybelline brand launched a UK recycling programme in partnership with TerraCycle.

L’Oreal confirmed that it will source 100% of the plastics used in its packaging from recycling or bio-based sources by 2030

L’Oreal confirmed that it will source 100% of the plastics used in its packaging from recycling or bio-based sources by 2030

The global cosmetics giant has launched a new consumer-facing campaign based on improving the recyclability and collection of its packaging. As part of this, the company’s Maybelline New York brand is launching a new recycling programme in the UK.

The Make-Up, Not Make Waste campaign will be delivered in partnership with waste management firm TerraCycle. It will see more than 1,000 locations across branches of Tesco, Sainsbury’s, Superdrug and Boots for consumers to return and recycle empty makeup products, regardless of brand.

A marketing campaign will educate and encourage consumers to find the nearest recycling station via an interactive map. TerraCycle will collect the waste from stores to be cleaned and fully recycled. 

Additionally, L’Oreal has announced that Paris Elvive bottles will now be made out of 100% recycled plastic. The move will save 900 tonnes of plastics annually – equivalent to the weight of 38 million bottles.

L'Oreal Paris Elvive is donating 50p to the Recycle Now initiative to get more bathroom items recycled for each of the first 100,000 Elvive hair treatments sold in Boots.

“Across our network of brands in the UK, we are both changing our own products to make packaging more sustainable and making significant investments to enable and inspire consumers to recycle beauty products,” L’Oréal UK & Ireland’s country managing director Vismay Sharma said.

“As the market leader in beauty, we believe that we have a responsibility to lead the way in driving consumers to make sustainable choices. The ambitions of our L’Oréal for the Future programme are to empower those across our value chain - both consumers and suppliers - to reduce their own environmental footprints too.”

For the Future

In June, L'Oréal unveiled a sweeping set of sustainability targets, pledging to reach carbon neutrality by 2025, halve carbon emissions, use 100% renewables and ensure all plastic packaging comes from recycled or bio-based sources.

As part of the strategy, L’Oreal confirmed that it will source 100% of the plastics used in its packaging from recycling or bio-based sources by 2030 and will reduce its greenhouse gas emissions by 50% per finished product, against a 2016 baseline.

The company also unveiled a big financial commitment to CSR in May. The L’Oréal for the Future programme is a responsive, social and environmental “solidarity programme” aiming to contribute to the regeneration of damaged ecosystems and preventing climate change, while also supporting vulnerable women during the social and economic crisis generated by the coronavirus pandemic.

As part of the programme, €50m will be used to promote the circular economy, with L’Oréal aiming to develop solutions and new business models that boost recycling and management of plastic waste.

Matt Mace



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