Cosmetics Coalition
Skincare packaging reuse
Launched in December 2023, the coalition brings together 15 major cosmetics companies to accelerate the reuse of skincare packaging.
Context
Context
Reuse of cosmetics packaging has to prove its technical feasibility, its environmental relevance and its economic viability before any large-scale rollout can be considered.
Year 1: a first-of-its-kind collective pilot (2024-2025)
The ReCosm Coalition, led by Circul'R with operational and financial support from Citeo, brought together 13 brands (Aroma-Zone, Chanel Beauté, Clarins, Estée Lauder, La Rosée, Melvita, L'Oréal, L'Oréal Luxe, Naos, Pierre Fabre, Sephora Collection, SVR, Yves Rocher) and 2 retailers (Nocibé, Sephora) around a pilot run between 2024 and 2025 in 45 stores (specialist chains, integrated chains and partner pharmacies), covering more than 200 product lines. The principle: once the product has been used at home, the consumer returns the empty container to the store, where it is collected, sorted, washed and then reintroduced into the filling circuit.
Outcomes
- 95% of the consumers surveyed say they are ready to take part, and 90% report that a brand's commitment to reuse strengthens their attachment to it
- Reuse outperforms single use from the 2nd use of the container onwards, with impact reductions of -12% to -25% depending on the scenario
- Economic modelling shows that reuse can break even - and even create value - in a mature market
- Washing tests carried out on more than 120 product lines confirm that current industrial processes can meet the sector's hygiene requirements, provided eco-design is considered upstream
Objective
To turn these lessons into operational solutions and build a genuine reuse value chain in cosmetics: shared, regionally anchored washing and logistics infrastructure, common eco-design and washing standards, packaging traceability and harmonised in-store communication.
Members
Members
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Partners
Institutions
Program
Pool washing and logistics infrastructure
Build shared, regionally anchored washing and logistics infrastructure to scale up collected container volumes and bring costs down.
Harmonise eco-design and washing standards
Define common eco-design and washing standards across brands to make industrial processes reliable and meet the sector’s hygiene requirements.
Ensure packaging traceability
Put traceability systems in place across the whole collection, washing and reintegration cycle.
Harmonise in-store communication
Align in-store messaging to consumers to make returning empty containers easier and more widespread.
FAQ
What you need to know about us.
What is Circul'R?
Circul'R is a consulting firm specializing in the circular economy. Since 2016, it has supported over 150 large companies and public entities through consulting projects, sector-specific coalitions, training programs, and the Circul'R Club.
How does Circul'R differ from a generalist CSR consultancy?
Unlike a generalist CSR consultancy, Circul'R has specialized exclusively in the circular economy since 2016. This cross-functional expertise—covering supply chains, regulations (AGEC, REP, ESPR), and business models—allows the firm to turn circularity into a measurable competitive advantage: impact reduction, resource security, compliance, and new growth drivers.
Who is Circul'R for?
Circul'R advises large private companies—including many CAC 40 and SBF 120 groups—on their strategic decisions across all sectors. The firm also supports organizations implementing public circular economy policies, such as eco-organizations, agencies, funding bodies, and local authorities.