THG PLC, the vertically integrated, digital-first consumer brands group, has evolved and expanded its recycle:me project, a consumer recycling scheme that targets hard-to-recycle beauty and cosmetic packaging. This allows brand partners to offset new packaging waste fees.
 
Through established, trusted partners, recycle:me provides detailed data that offers invaluable insight into consumer recycling behavior, and crucially supports newly modulated Extended Producer Responsibility (EPR fees) – a policy whereby retailers must take financial responsibility for the end-of-life management of products and packaging.
 
Mark Jones, Chief Sustainability Officer at THG, said,
 
“For brands, recycling schemes are incredibly complex and costly. With recycle:me, we are offering our brand partners a cohesive industry approach that provides the level of data needed under new EPR regulations.”
 
Recycle:me will tackle hard-to-recycle beauty and cosmetic packaging and target one million units recycled within the first year of launch. 
 
With THG’s leading Beauty brands LookFantastic and Cult Beauty, recycle:me will allow consumers to recycle any brand’s cosmetic packaging at no cost, using a Royal Mail doorstep collection service.
 
THG is also partnering with MYGroup, a leading waste management company. 
 
Recycled packaging will be repurposed and used for new projects such as beauty packaging research and development or creating equipment for schools.
 
Steve Carrie, Director at MYGroup, commented, 
 
“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. As the market leader in cosmetics recycling, we’re proud to be partnering with THG and its premium beauty brands to make recycling easy and accessible through recycle:me.” 
 
Sales promotion, marketing, and digital experts Metrisk, has also partnered with THG’s recycle:me to create the free recycle:me app that consumers can use to scan their packaging, arrange a doorstep collection, and track reward points in exchange for eligible products.

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