So far, reusable systems have been a novelty in the cosmetics industry, but now, this is changing: selected packaging from the natural cosmetics brands Lavera, Kneipp, and Sané Naturkosmetik can soon be returned to retailers. In cooperation with the start-up Reo, which is presenting its innovations at the “Young Innovators” joint stand at FACHPACK 2025, the companies want to set a new milestone for sustainable packaging solutions. The project will start in Munich in July and is initially planned as a research project, explains Sabine Kästner, Sustainability Officer at Lavera. Brands like Lavera are currently putting all packaging to the test to make it more sustainable, says Kästner in an exclusive interview with FACHPACK360°.
The centerpiece of the two-year research project is the Reo digital platform, which intelligently networks all stakeholders – from manufacturers to retailers and consumers. The aim is to develop a circular reusable system for cosmetics packaging.
The first phase of the project centers on the question of how consumers are willing to return empty cosmetics packaging and thus actively contribute to waste avoidance. In ten selected Munich branches of a large food retailer and at VollCorner (Munich), customers can hand in the packaging at special return machines. According to Reo, they receive a 0.29-euro deposit voucher in return.
The collected, coded containers are checked, cleaned and – if possible – reintegrated into the production process. New data and digital tracking will be used to precisely analyze product flow and return behavior. The Fraunhofer Institute for Building Physics (IBP) is providing scientific support for the project.
Kästner explains that the comprehensive collection and analysis of data makes the life cycle of each packaging item transparent and traceable. This not only enables the reuse of containers but also provides valuable insights for the further development of the system, according to those involved in the project. The result is a flexible, digital, and circular model that can serve as a blueprint for the entire cosmetics industry.
Shampoo Bottles can Be Used up to 20 Times
“When we heard about the project, we immediately committed to being the first brand. We are supporting a pilot project in which we are giving cosmetics packaging a second life until it finally enters its third life as a recyclate. It is estimated that a shampoo bottle can be reused around 20 times. If we can find a holistic approach here, we could save a lot of valuable raw materials in cosmetics and help establish a new disposal system for cosmetics packaging,” says Kästner.
“Sustainability is deeply rooted in the DNA of our partner brands – and the desire to take responsibility beyond the product is palpably strong,” explains Steffanie Rainer, founder and CEO of Reo. Founded in 2023, the Heilbronn-based start-up is developing a digital platform for circular packaging solutions in the personal care and consumer goods sector. The aim is to intelligently network existing structures and make the switch to reusable packaging as simple and efficient as possible for everyone involved.
The suitability of packaging for reusable packaging depends on various factors, says Nina Hillemeir, co-founder of the start-up. Reo works with standardized packaging features, such as specific opening sizes or shoulder shapes, to ensure system compatibility. “In doing so, we can maintain the individual brand image.
Products with a lower viscosity, such as shampoos, liquid soaps, care oils, or similar items, are particularly well suited as entry-level products. For cleaning, we develop solutions in collaboration with our experienced cleaning partner to ensure optimum cleaning for each product category,” Hillemeir explains to FACHPACK360°. Reo wants to create a new system option that offers customized reusable solutions as a one-shop solution and thus paves the way for recyclable and resource-saving packaging solutions.
By Anna Ntemiris, Editor
