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Maybelline and TerraCycle launch make-up recycling across UK

By Andrea Byrne

Sep 10, 2020

L'Oréal owned brand, Maybelline, has partnered with recycling company, TerraCycle, to create its ‘Make-Up, Not Make Waste’ campaign.

The make-up recycling programme will be launched across the UK in more than 1,000 locations across Tesco, Sainsbury’s and Superdrug, according to TerraCycle.

The way it works is that once TerraCycle has received the empty make-up packaging, it is sorted and cleaned before the recycling process starts, the packaging is then shredded and extruded into plastic pellets which can be used for other products.

Maybelline said in a statement: “At Maybelline, we’ve had our fill of landfill. We’re ready to go greener, one old lipstick at a time! Partnering with TerraCycle Maybelline New York are offering a solution in over 1000 locations for consumers to recycle their makeup empties across any brand! Maybelline’s role is to make the break up with empty makeup easy and looking after the planet even easier,” according to TerraCycle.

Retailers such as Primark have also launched their own in-store recycling scheme in the UK.

Photo credit: TerraCycle