US-based climate technology company Bluebird has announced a partnership with non-profit organisation Pact Collective to drive circularity in the beauty industry.

Bluebird and Pact will provide a turnkey solution to more than 150 beauty and wellness brands for assessing the recyclability of their packaging.

Leveraging this solution, the associated brands can also effectively communicate appropriate disposal and recycling guidelines to consumers through an intuitive interactive e-commerce widget.

Pact utilised its recycling network to optimise Bluebird’s methodologies by fine-tuning instructions for handling hard-to-recycle packaging.

The instructions also included information about Pact’s drop-off bin locations, to ensure that the platform reflects the latest recycling infrastructure to help customers recycle the packaging.

Bluebird CEO and co-founder Jamie McCroskery stated: “Access and transparency are two core values that Bluebird and Pact Collective share.

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“By partnering with Bluebird, Pact Collective is empowering brands to make sure they get recyclability right during product development and easily communicate recycling instructions to their customers.

“We look forward to merging our disruptive approaches to bring sustainability to the masses.”

According to Bluebird, the joint effort is projected to minimise the technical knowledge and effort put in by brands to evaluate recyclability while also improving the likelihood of their packaging being recycled properly.

The beauty and wellness brands have been depending up to now on evaluating each packaging component for the likelihood that they will be recycled by customers or be accepted in recycling infrastructure, and then providing instructions to consumers.

The effort to simplify the old complex process for customers is also in line with new laws and retailer standards that require proper recycling labelling.

Pact programme director Carly Snider said: “Through this collaboration with Bluebird, Pact can better communicate our collection guidelines to help our members determine which of their packaging components are kerbside recyclable, acceptable by Pact, or destined for landfill.

“All while instantly communicating proper recycling and disposal instructions to their customers with e-commerce plugins.”