Transforming the way packaging is designed, used and recycled is the aim of the pilot project La Boucle Beauté Parfums, launched on June 30, 2025 in over 190 outlets across France. Supported by an unprecedented coalition of brands and retailers, the initiative aims to explore the feasibility of reuse in a sector historically associated with complex, high-end packaging.
Six major partners are behind the project: Parfums Christian Dior, Diptyque, Kenzo Parfums, Interparfums (with Rochas), and the Beauty Success and Nocibé chains. Led by Circul’R in partnership with We Don’t Need Roads and the eco-organization Citeo, the experiment is fully in line with the targets set by the AGEC law, which aims for 7% of packaging to be reused by the end of 2025, and 10% by 2027.
A nationwide project
Launched in 45 Nocibé boutiques, 138 Beauty Success perfumeries and institutes, and 9 Diptyque stores, the scheme covers more than 200 references, including J’adore by Dior, Flower by Kenzo, several Eaux de Parfum and de Toilette by Diptyque, and Eau de Rochas.
Until October 31, consumers are invited to return their empty bottles to stores, in exchange for a reward defined by each brand and distributor. Once collected, the bottles will be sorted, washed and reconditioned before being reinjected into the circuit. “It’s on the strength of the lessons learned from our first experiment with skincare products that we are now launching this new pilot dedicated to perfume,” explains Sixtine Jourde-Roussel, Director of Coalitions at Circul’R. “Faced with the complexity of technical and logistical challenges, it’s …
