Beauty packaging recycling at scale

Creating a permanent in-store recycling destination for beauty consumers

A premium beauty retailer collaborated with TerraCycle to establish an all-brand recycling program, positioning their stores as the primary destination for sustainable beauty disposal. Beauty packaging often involves small formats, mixed plastics, and pumps that are incompatible with conventional recycling systems. This retailer needed a comprehensive solution that could accommodate any brand’s packaging while deepening customer loyalty and reinforcing their premium brand identity.

Our solution and results:

• Universal collection: Launched a permanent, "all-brand" program that accepts empty beauty containers regardless of the original point of purchase.

• Full-Scale marketing: Supported the launch with a 360° marketing campaign, including digital, social, and in-store activations to drive awareness.
• Verified recovery: Ensured that all collected materials—from plastic tubes to glass jars—were processed into high-quality raw materials for secondary use.

By providing a solution for the entire industry’s waste, the retailer achieved:

• Brand leadership: Solidified their status as a sustainability pioneer in the premium beauty sector.
• High engagement: Recorded consistently high recycling rates and significant media attention, boosting brand sentiment.
• Customer loyalty: Created a recurring reason for customers to return to the store, fostering long-term relationships through shared environmental values.