In July, the Heilbronn-based start-up reo launches a research project in Munich with several major natural cosmetics brands on packaging take-back in retail. The companies involved are Kneipp, lavera, Logona and Sante. The one-year research project is being scientifically supported by the Fraunhofer Institute for Building Physics. It aims to drive forward the development of a reusable system for cosmetics packaging. In ten branches of a large food retailer and in an organic market, selected packaging can be handed in at deposit machines. The coded containers are checked, cleaned and, if possible, returned to the production process.

Digital platform as the key

The centrepiece is the digital platform of the company reo, founded in 2023, which connects all manufacturers, retailers and customers. By collecting and analysing the data, the life cycle of the packaging and the return behaviour of customers can be tracked. The aim is to gain insights for the further development of the system and create a flexible, digital circular model that could serve as a blueprint for the entire cosmetics industry, according to the companies. "We are delighted to have lavera, Kneipp, Logona and Sante at our side as courageous pioneers who not only talk, but also take action", emphasises reo founder Stefanie Rainer.

Reaching the goal together

"Involving consumers and working closely with reo, retailers and the scientific community are key to establishing a reusable system", says Laverana Sustainability Officer Sabine Kästner. "This will allow us to save a lot of raw materials in cosmetics and establish a disposal system for individual packaging - perhaps in just two years' time." A shampoo bottle can be reused around 20 times. "For us, the project offers the opportunity to gain insights into reusable use," says Kneipp manager Isabel Hafner. It's about questions like: In what condition does packaging come back? Can the high standards of hygiene and product safety also be realised when refilling? Customers receive a 29 cent deposit receipt when they return a package.