Digital consumer brands group THG has broadened the reach of ‘recycle:me’, a consumer recycling programme, aimed at addressing the challenges of hard-to-recycle beauty and cosmetic packaging.
The scheme enables brand partners to mitigate the impact of new packaging waste fees by providing a collaborative solution to the beauty industry’s significant waste issue, which results in approximately 120 million units of packaging being discarded annually.
The programme leverages established, trusted partners to gather detailed data that sheds light on consumer recycling habits.
This information is vital for supporting the new modulated extended producer responsibility (EPR) fees policy, which requires retailers to bear financial responsibility for their products and packaging once they reach end-of-life.
The programme aims to recycle one million units within its first year.
In collaboration with THG’s beauty brands Cult Beauty and LOOKFANTASTIC, recycle:me offers consumers a cost-free way to recycle any brand’s cosmetic packaging through a Royal Mail doorstep collection service.
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MYGroup, a waste management company will help repurpose the collected packaging for various uses, including beauty packaging research and development or creating educational equipment.
MYGroup director Steve Carrie said: “The beauty industry faces a significant issue in tackling its waste problem. Although many consumers are keen to do their part, the UK recycling system often causes confusion and means that only 9% of cosmetic packaging is recycled, according to the British Beauty Council.”
Additionally, Metrisk, a specialist in sales promotion, marketing, and digital services, has collaborated with the scheme to launch a free app that allows consumers to scan their packaging, arrange doorstep collections, and earn reward points redeemable for eligible products.
THG chief sustainability officer Mark Jones said: “With recycle:me, we are offering our brand partners a cohesive industry approach that provides the level of data needed under new EPR regulations.”
The expansion announcement aligns with Recycle Week 2024’s ‘Rescue Me’ theme, which encourages consumers to prevent recyclable items from ending up in landfills.
