Circular Network for Returnable Cosmetics and Personal Care Bottles

A consortium has emerged in Germany to provide brands and consumers of cosmetics and personal care products with a closed-loop circular system to collect and reuse glass and plastic bottles, and recycle the caps and pumps. The network of brand owners, bottle and cap makers, and recyclers is called “zerooo.” It was started in 2020 by German startup SEA ME, which was launched the year before to produce and market a variety of hand, face and body care lotions, dishwashing detergents, hand soap, shampoos and more in a sustainable manner. Shortly after its launch, SEA ME sought to enlist other brands in its circular packaging system, dubbed zerooo.

SEA ME enlisted plastic packaging and recycling specialist ALPLA Group in Austria as well as glass bottle makers to design and develop standardized 300-ml (10.1-ounce) returnable/reusable PET bottles and 250-ml and 50-ml reusable glass bottles and jars — all in clear, milky white and brown versions. Other partners in zerooo are 900-plus retailers and hotels that provide consumer drop-off points to collect empty containers for return to brand owners for refilling; as well as recyclers for the caps and pumps — which are designed as monomaterial PP for easier recycling. Another key element is a laser-engraved 2D data matrix code that provides information on the contents of each bottle and its history of use and reuse. A bottle cleaning system for reuse was also developed by and for zerooo partners.

Stock PET bottles, made by ALPLA, are the newest additions to the zerooo system. Initially available in Germany and Austria, these PET bottles (as well as glass containers) are used by SEA ME and at least six other brands in the zerooo network.