L’Oreal plans to roll out make-up recycling bins across 1,000 stores in the UK in a bid to drive sustainability.
In partnership with TerraCycle, which also works with conglomerates such as P&G and Unilever, L’Oreal’s Maybelline brand will install recycling stands in Tesco, Boots, Sainsbury’s and Superdrug stores.
Customers will be able to drop off empty make-up products of any brand in the bins, which will then be recycled into plastic pellets to be used to make other products such as outdoor furniture.
Compacts, eyeshadow palettes, foundation or concealer tubes, mascara, eyeliner and lip products will be accepted, but make-up brushes, nail polish and aerosols will not.
The scheme is already in place in participating Tesco and Superdrug stores and will be available in Sainsbury’s and Boots from the end of the month.
L’Oreal has expressed a desire to “lead the way” in sustainable beauty habits after a recent survey by Maybelline found nearly half of make-up wearers did not know recycling beauty products was possible.
The cosmetics giant has pledged that 100% of its plastic packaging will be refillable, reusable, recyclable or compostable by 2025.
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