In the beverage and dairy sectors, packaging return systems have long been established. Now, Reo, a digital platform dedicated to sustainable packaging in the personal care industry, is expanding packaging return system to cosmetics. In partnership with Kaufland and VollCorner Biomarkt, the company has launched a pilot program allowing customers to return packaging from leading natural cosmetics labels like lavera Naturkosmetik, Kneipp, and Logocos Naturkosmetik.
Under the initiative, shoppers can now deposit their empty cosmetic containers while doing their regular grocery shopping. The return option is currently available at deposit machines in 10 Kaufland locations and three VollCorner stores across the Munich region. Each returned item earns consumers 29 cents per package. The participating products are clearly marked on shelves and labels with a distinctive sticker, making it as convenient to return used cosmetic containers as it is to recycle beverage bottles.
The project was unveiled at an official launch event with the Zero Waste Innovation Hub of the City of Munich, marking the beginning of the test phase. The partners emphasized that the initiative reflects a practical and forward-looking approach to resource efficiency and circularity in retail.
“We want to show that conscious consumption does not mean an extra mile,” said Steffanie Rainer, CEO of Reo. “When sustainable solutions are seamlessly integrated into everyday life, real change becomes possible – for brands, retailers and consumers alike.”
“Together with start-ups, we want to shape the future of retail and create sustainable added value. Start-ups bring fresh ideas and new perspectives to the industry, while we incorporate our expertise from retail. Together, we develop innovative approaches to further develop the retail sector and make it fit for the future. The partnership with reo is a good example of how this works in practice,” said Jessica Koch, International Goods Sales at Kaufland.
The collaboration highlights how retailers, brands, and consumers can jointly foster environmentally and economically sustainable models. Based on the insights gathered from this pilot phase, Reo aims to refine and expand its packaging return system further.