Selfridges has launched its Reselfridges Recycle initiative across its Birmingham, Manchester, and Oxford Street stores. The scheme invites customers to return empty beauty products, specifically targeting hard-to-recycle items like fragrance bottles, even if they still contain residual product. This move addresses a significant waste stream, as fragrance packaging often combines mixed materials and potentially hazardous elements, excluding it from standard kerbside collection and many existing store take-back programmes.
The partnership with MYGroup leverages their established waste management system, which has handled over 40,000 tonnes of returned beauty and cosmetic packaging. For consumers, returning five items earns a 'Selfridges Unlocked Key' as part of a membership incentive. This offers a tangible benefit for engaging with the programme and encourages participation beyond simple disposal.
While the scheme directly supports impending extended producer responsibility regulations for brands and retailers, it highlights a gap. Consumers are increasingly aware of sustainability demands, but accessible and effective recycling solutions for the complex packaging prevalent in the beauty sector remain scarce. This Selfridges initiative is a notable step, but its success hinges on customer adoption and whether other retailers follow suit with similar, comprehensive programmes.
