Natural cosmetics manufacturer Laverana is getting involved in the reusable packaging project run by GreenTech start-up reo, which is setting up a deposit-return scheme for cosmetics packaging. Following the launch of a pilot scheme in Munich in 2025, the system is now being expanded to the Heilbronn area – where reo is based – in collaboration with retail partners such as Kaufland. Lavera was present at the kick-off event at the Heilbronn Education Campus as a partner brand and co-developer. The companies emphasised that the aim of the initiative is to collect empty shampoo, shower gel and skincare packaging via deposit machines, clean it and put it back into circulation. Alongside Lavera, brands such as Kneipp, Logona and Santé are also taking part in the project. According to reo, around 400 million single-use shampoo bottles are consumed in Germany every year.

Existing systems remain in place

At the heart of the initiative is the digital platform developed by reo, a company founded in 2023, which connects manufacturers, retailers and customers. Laverana is actively involved in the development and research for this industry-wide reusable system. In collaboration with partners from industry and research, packaging has so far been tested for its suitability for reuse, migration tests have been carried out, and environmental impacts have been analysed. The results have shown that reusable packaging is more environmentally beneficial than single-use systems from as early as the second or third cycle. Reo allows brands to retain their individual packaging designs in terms of shapes, sizes and labels, and also utilises the existing reverse vending machine infrastructure for empty cosmetic packaging to make the process as straightforward as possible for consumers. This increases acceptance among manufacturers and consumers. The packaging can then be cleaned in a specially developed facility and returned to the cycle.

A blueprint for the entire industry

Under the planned EU Packaging Regulation (PPWR), binding requirements on recyclability and recycled content will apply from 2030. Reusable systems will be mandatory for certain packaging formats in future. “We could spend years discussing the perfect reusable system for cosmetics – or we could simply get started now and try to improve it together,” says Laverana’s sustainability officer, Sabine Kästner. According to the EU regulation, a deposit-return system for cosmetics packaging is set to be introduced anyway. “We want to help shape this system.” Laverana, manufacturer of the Lavera brand, was founded in 1987 and is now one of the pioneers in natural cosmetics.

Source: Laverana