Origins and its parent company, The Estée Lauder Companies (ELC), has announced a partnership with global chemical industry leader SABIC and strategic beauty packaging manufacturer Albéa to bring an advanced recycled tube package to market in 2021.
Origins will be the first prestige beauty brand to leverage SABIC’s innovative, advanced recycling technology to produce a tube pack format made from previously difficult to recycle, post-consumer mixed plastics material.
Launching with Origins global best-selling mask, Clear Improvement Active Charcoal Mask will be packaged in a tube composed of a circular polymer resin made using SABIC’s revolutionary, certified circular polyethylene and polypropylene advanced recycling technology. As a pioneer in the development of sustainable packaging for beauty brands, Albéa will leverage its expertise in the use of recycled resins to deliver a high-performing tube experience.
Traditional recycling streams for plastics are limited, and plastics can only be recycled a finite amount of times. Advanced recycling returns hard-to-recycle plastics, otherwise destined for incineration or landfill, back to their basic building blocks. Once the plastic has been broken down to its molecular state, it is then used to create high-performance plastics akin to a virgin material. SABIC’s ground-breaking, certified circular polymer, part of its TRUCIRCLE™ portfolio of circular solutions, uses this technology which is capable of continually converting plastics back to the original polymer. Through the use of this innovative recycling technology, Origins, ELC, SABIC and Albéa are helping to drive innovation across the value chain toward the goal of a circular plastic economy.
This strategic partnership aligns with ELC’s sustainable packaging goals, which includes increasing the amount of post-consumer recycled (PCR) material in its packaging by up to 50% by 2025, and will further Origins efforts to ensure that at least 80% of the brand’s packaging by weight is recyclable, refillable, reusable, recycled or recoverable by 2023.