Cosmetic products manufacturer Aveda has launched its 'Full Circle' recycling programme in the US.
The programme will accept any Aveda packaging for recycling, including bottle caps, makeup brushes, tubes and pumps, bottles and jars. It is running at the company's 107 retail outlets in the country.
Most of Aveda's packaging contains 100% recycled content. A few of these are cradle to cradle certified, while most of its plastic tubes can be recycled easily.
Besides collecting packaging, the company will also join forces with recycling management company G2 Revolution to direct recycled materials back to suppliers to be used in its new packaging.
G2 Revolution helps companies to recycle packaging, products and other wastes whose final destination is a landfill.
In 2008, Aveda introduced a bottle cap recycling programme, which accepted bottle caps from any brand's products to the company's stores.
More than 115 million caps have been collected since the introduction of the programme, which led in part to the introduction of Full Circle.
Aveda, which is part of Estee Lauder Companies, said that bottle caps manufactured from No 5 plastic are not commonly recycled.
Under the programme, the caps will be recycled into new products as well as sample tubes.
Image: Products including bottle caps, makeup brushes, tubes and pumps, bottles and jars will be accepted in Aveda's recycling programme. Photo: courtesy of Teeratas.