THE WHAT? MYGroup has partnered with Selfridges to launch a nationwide beauty and cosmetics recycling scheme, enabling customers to return beauty empties—including hard-to-recycle fragrance bottles.
THE DETAILS The Reselfridges Recycle scheme is now live across all Selfridges Beauty Halls in London Oxford Street, Manchester and Birmingham. Customers can return used beauty and cosmetic packaging from any brand, including perfume and aftershave bottles that still contain residual fragrance—items typically excluded from kerbside and in-store recycling programmes.
MYGroup manages the end-to-end collection and processing at its specialist facility in Hull, recovering packaging materials and residual product through its ReFactory™ operation. Participants are rewarded via Selfridges’ Unlocked membership programme, receiving one Unlocked Key for every five items recycled. The national rollout follows a 2025 trial at Selfridges Trafford Centre, which saw Unlocked Key participation increase by 271%.
THE WHY? The initiative addresses a critical gap in beauty recycling infrastructure, particularly for complex and hazardous waste streams such as fragrance packaging. As extended producer responsibility regulations come into sharper focus, the partnership offers a scalable model for retailers to divert difficult-to-recycle beauty waste from landfill while incentivising consumer participation.
Source: MYGroup
