THE WHAT? Eternal Beauty Holdings has launched Hong Kong’s first rinse-free recycling programme for fragrance and skincare packaging in partnership with The Loops.
THE DETAILS The “Green is Eternal” initiative allows consumers to return used fragrance and skincare bottles without cleaning or disassembling them, lowering barriers to participation. Collected items are processed by recycling partner The Loops using specialised technology capable of handling residue-heavy packaging. The programme is currently active across eight Eternal Beauty locations in Hong Kong and accepts packaging from multiple brands. Customers are incentivised through a reward system offering vouchers after collecting recycling stamps. The initiative also includes staff training, community engagement, and educational tours to promote recycling awareness. Eternal Beauty plans to expand the programme into Mainland China.
THE WHY? The initiative addresses longstanding challenges in beauty packaging recycling—particularly contamination and complexity—which have historically led to low participation rates, while aligning with growing industry focus on sustainability and circularity.
Source: FT
