In September, the first seven brands launch their products in the new 300 ml zerooo PET returnable bottle, including sodasan and i+m Naturkosmetik. Other brands are to follow by the end of the year. Customers can return the empties to participating retail partners for a deposit of 0.50 euros per bottle.

EU packaging regulation as a driver of innovation

The zerooo reusable system is supported by the upcoming EU packaging regulation, which requires higher recycling rates from 2030. To fulfil the sustainability requirements, leading brands such as "Babor" and "Klaer Naturkosmetik" invested in sustainable zeroo glass bottles at an early stage.

Due to the upcoming legal requirements, the cosmetics industry is now increasingly focussing on plastic recycling. The zeroo reusable bottles are therefore made from recycled PET and can be reused several times.

Wide scaling

The first brands to launch their products in September include sodasan, i+m Naturkosmetik, Speick Naturkosmetik as well as denttabs toothbrush tablets, 4 people who care, the AVEO brand from zerooo retail partner Müller and the zerooo operator's own brand SEA ME. From body lotion and hand soap to washing-up liquid, zeroo's launch demonstrates the scalability of the reusable system across a wide range of categories.

Return system and efficient recycling

The zeroo returnable bottles are taken back by the nationwide take-back network of retail partners in almost 1,000 shops. They are then cleaned and made available again by the brand partners. By using mono-materials for labels and caps, the bottles can be recycled by type at the end of their life cycle. The system, developed in co-operation with the Technical University of Hamburg and ALPLA, thus promotes a closed-loop economy and meets the future regulatory requirements for packaging.

Sourde: SEA ME