L’Oréal has launched a new initiative that aims to explain to consumers in simple terms how to sort and recycle cosmetic packaging.
In partnership with waste management non-profit Ecoembes, ‘Reciclar en belleza’ is a Spain-based website that gives users information on identifying the correct recycling bin for different types of packaging, including aerosols, plastic bottles, and glass jars.
L’Oréal hopes that this initiative will help it to promote the circular economy in the beauty and cosmetics sector, while highlighting the power of cross-sector collaboration between different parts of the value chain.
In terms of its own sustainability journey, the company says that around 75% of its plastic containers now come from recycled sources, and that 97% of its packs are created using “eco-design principles”.
However, as reported by Packaging Europe earlier this year, L’Oréal has failed to meet a number of its 2025 sustainability targets, missing its 100% recyclable, reusable, refillable, or compostable plastic packaging goal by 51%
Despite this, the cosmetic giant still has a number of ambitious sustainability targets for 2030 in place, including that 100% of its plastic packaging will be refillable, reusable, recyclable, or compostable; and that all the plastic used in its packaging comes entirely from recycled or bio-based sources.
L’Oréal also highlights the progress made by a number of its key brands. Shampoo bottles from Serie Expert and Kérastase are currently made from 95% recycled plastic, and the company’s Luxe division recently announced its aim to use refillable solutions for 30% of its range by 2025.
Commenting on the launch of the new website, Nieves Rey, Director of Communication and Marketing at Ecoembes, said: “Initiatives like ‘Recycle in Beauty’ are an example of how, alongside committed companies like L’Oréal Groupe, we can bring packaging recycling into people’s everyday lives through an educational and transformative approach. We’re proud to support companies that share our purpose of working toward a waste-free future.”
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