How to Be "Recyclable"

Recyclable in theory isn't enough. It needs to be recyclable in practice. We don’t need more packs that can be recycled. We need more packs that actually get recycled. It’s time to design beauty packaging with the consumer and the system in mind, and a few brands are already paving the way:

• Dove: Switched to 100% recycled plastic bottles globally and partnered with Terracycle to create collection schemes for hard-to-recycle items.
• Garnier: Launched “How to Recycle” labels in partnership with How2Recycle, making instructions clear and visible at point of use.
• Cocokind: Uses mono-material tubes and actively communicates how to dispose of each element on both packaging and their website.
• The Body Shop: Rolled out in-store return bins for empties, because sometimes the system needs to start at the store, not the curb.

The key is clarity and infrastructure. Design for separation, use less complicated materials, tell people exactly what to do, and make it as easy as tossing it in a bin.

At Element Group USA, we believe sustainability doesn’t stop at the shelf. It lives in what happens next. Let’s build packaging that closes the loop, beautifully.