g2 revolution, a recycling company, will offer support to Beauty (Re)Repurposed along with Pact Collective, a non-profit collective that intends to reduce beauty and wellness packaging waste
Sephora store on 5th Avenue, Manhattan, US. (Credit: Eric Wüstenhagen/Wikimedia Commons)
Sephora, a French personal care and beauty products retailer, has introduced Beauty (Re)Purposed empties collection programme in US and Canada to help reduce packaging waste.
g2 revolution, a speciality recycling solutions company, will offer support to Beauty (Re)Repurposed along with Pact Collective, a non-profit collective that intends to reduce beauty and wellness packaging waste.
Sephora’s first North American empties collection programme is expected to cover around 600 stores in the US and Canada in May this year.
The programme intends to design the process of reducing hard-to-recycle material waste more convenient, approachable and accessible for customers.
Sephora sustainability director Desta Raines said: “The launch of the Beauty (Re)Purposed programme is an exciting step forward in Sephora’s commitment to leading the industry and offering more sustainable solutions for the communities we serve.
“It was important for Sephora to find a partner like Pact who shares our values and, in collaboration, can help to educate our clients and the broader industry in making the process more accessible for all.”
Under the Beauty (Re)Purposed programme, consumers can drop off their empty beauty packaging at any Sephora retail store, irrespective of the brand, to give the beauty products a second life.
The empties that match the Pact’s collection guidelines can be dropped at any US or Canadian Sephora store.
According to Sephora, customers have to clean, unbag, and make the packaging free from any liquid or product at the home.
Upon collection, Pact will sell the collected materials to a partner firm where the empties will be converted into things like carpet, pallets, asphalt, new packaging, or energy.
The programme is expected to lower the amount of packaging ending up in landfills and oceans, the beauty products retailer claimed. It will also simplify the process and provide consumers with clear directions to help divert beauty packaging from landfills.
In future, the company will scale the programme for current packaging waste. Sephora believes that the partnership with Pact will help in designing packaging for end-of-life realities from the start.
The French company aims to become a preferred destination for all beauty consumers who want to recycle their empties.