Maybelline launches UK make-up recycling scheme

Maybelline launches UK make-up recycling scheme

THE WHAT? L’Oréal-owned Maybelline New York has launched what is said to be the UK’s biggest make-up recycling scheme, in collaboration with TerraCycle. 

THE DETAILS Consumers can now take any make-up item to 1000 Tesco, Superdrug, Boots and Sainsbury’s stores and deposit their empties in specialist in-store recycle bins. 

A press release stated, “According to research carried out by Maybelline into the recycling habits of makeup wearers 45% of makeup wearers admit they had no idea it was possible to recycle makeup, whilst 42% admit they wouldn’t know where to start.
“Meanwhile, 24% are confused about how to dispose of them properly, resulting in leaving old or out of date products in their makeup bag or drawer, despite the fact that 83% of makeup wearers would describe themselves as sustainably-minded or environmentally-aware.”

TerraCycle will collect the deposited make-up before cleaning the products and recycling them. 

Vismay Sharma, Country Managing Director of L’Oréal UK & Ireland, said, “Make-up wearers have told us they want to recycle their finished products but they didn’t know if make-up recycling was even possible. We’re now making it very easy with the launch of Maybelline makeup recycling stations, found in over 1000 convenient locations across the country and accepting any makeup brand.”

THE WHY? With the beauty industry being one of the worst offenders of single use plastic waste, the new scheme is a pioneering step to building a circular economy. 

Sharma said, “Make-up wearers have told us they want to recycle their finished products but they didn’t know if make-up recycling was even possible. We’re now making it very easy with the launch of Maybelline makeup recycling stations, found in over 1000 convenient locations across the country and accepting any makeup brand.”

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