Wednesday, February 11, 2026

Circul’R accelerates packaging reuse by bringing together beauty and spirits industry players.

Over the past two years, the French consulting firm Circul’R has rolled out several initiatives dedicated to packaging reuse through deposit systems. These projects have progressively brought together several major players from the luxury beauty and spirits sectors.

With the aim of accelerating the transition toward a circular economy for both businesses and local territories, Circul’R is working across several markets, including skincare, fragrance, and spirits. These initiatives have led to the creation of coalitions bringing together major brands and distributors from multiple distribution channels: pharmacies, selective perfumery chains, integrated networks such as Yves Rocher, wholesalers serving cafés, hotels, and restaurants, as well as mass retail, notably via Loop.

Within the coalition dedicated to reuse in the wines and spirits sector are Rémy Cointreau, Pernod Ricard, and Campari Group. On the beauty side, Clarins, Aroma Zone, Estée Lauder, and Sephora are also involved in these initiatives. These projects are carried out in partnership with We Don’t Need Roads for the beauty sector and Eco-in-Pack for the spirits sector.