Following more than two years of a pilot scheme carried out across 45 retail outlets in France, the ReCosm Coalition has published a white paper setting out the lessons learnt from the first collective pilot scheme dedicated to the reuse of cosmetic containers. Conclusion: the reuse of cosmetic packaging is technically feasible, environmentally sound and economically promising, provided it is rolled out on a large scale and packaging is adapted…
Launched to conduct a practical trial of the conditions for implementing product reuse in the cosmetics industry, the ReCosm Coalition, led by Circul’R, has brought together 13 brands from the sector (Aroma-Zone, Chanel Beauté, Clarins, Estée Lauder, La Rosée, Melvita, L’Oréal, L’Oréal Luxe, Naos, Pierre Fabre, Sephora Collection, SVR and Yves Rocher), as well as two retailers (Nocibé and Sephora).
The trial, which received operational and financial support from Citeo, was conducted between 2024 and 2025 across 45 retail outlets spanning various retail formats: specialist retailers (Sephora and Nocibé), integrated retailers (Yves Rocher and Aroma-Zone) and partner pharmacies.
In total, more than 200 product references across 13 brands were included in the scheme.
The principle tested: after using the product at home, the consumer returns the empty container to the shop, where it is collected, sorted, washed and then reintroduced into the packaging cycle to be put back on the market.
The aim of this trial was to simultaneously assess five key aspects of reuse: the consumer experience, washing performance, logistics organisation, economic viability and environmental impacts.
Confirmation of the potential for reuse
The findings presented in the White Paper highlight four key lessons.
Strong support …
