L’Oréal Hong Kong is kicking off its first-ever cross brand recycling programme across the city with its 13 beauty brands. 

In line with the beauty giant’s global sustainable vision, “L’Oréal for the Future,” L’Oréal Hong Kong has committed to promoting green development in the beauty industry and tackling issues around recycling its products. With 62 percent of surveyed customers revealing that they “are more likely to recycle their products if in-store recycling is available,” L’Oréal Hong Kong has since kicked off its first-ever cross-brand recycling programme across the city with its 13 beauty brands. 

“As a leader in the beauty industry, our goal is to work closely with our local community to drive sustainability and take actions with consumers to preserve the environment. As such, our first-ever recycling campaign is designed to do exactly this.”

Eva Yu, President & Managing Director of L’Oréal Hong Kong

To begin with, Kiehl’s, Lancôme and L’Oréal Paris will be paving the way to a greener future, now accepting used product containers in-store, with the programme expanding to cover L’Oréal’s 10 other beauty brands in the coming months. Partnering with local environmental social enterprise, V Cycle, beauty packaging which can be recycled in the programme includes not only plastic bottles but also glass and metal parts of the beauty products such as mascara tubes, brow pencils tubes and body, lipstick cases and compact powder cases.

“In offering people a platform to recycle and reuse valuable resources, we are creating a circular economy that benefits both the environment and our society, while changing consumption habits by stemming the inflow of plastic. We are confident that together with L’Oreal Hong Kong, we will raise consumer awareness on the need to recycle and that this initiative will inspire people to take action,” affirms Eric Swinton, Founder and CEO of V Cycle.

Lexi Davey
Managing Editor
A typical ‘third culture’ kid, Lexi spent the best part of her life between Hong Kong and Malaysia. A self-confessed heliophile with a thirst for travel and adventure, she moved home to foster a career in digital editing and lifestyle copywriting. Loves include: commas, nervous laughter and her rescue pup, Wella