Better Natured Partners with Terracycle to Make Product Packaging Nationally Recyclable

Better Natured, a professional-level hair care and styling line from Henkel, has partnered with TerraCycle to make their hair color product packaging recyclable nationally across the United States.

As an added incentive, for every shipment of Better Natured Hair Color packaging waste sent to TerraCycle, collectors earn points which can be donated to a nonprofit, school or charity of their choice.

“We are proud to extend our partnership with TerraCycle to ensure that we give our community of hair designers a way to come full circle and divert packaging waste from landfills, once they’ve pulled the last drop of their Better Natured. hair color. Better Natured was developed in a Green Circle salon and is on a mission to make professional quality products that are created responsibly without compromising product performance or results, ”said Jennifer Lauroesch, Marketing Director of Better Natured.

About the program

Thanks to the Better Natured Hair Color Program, consumers can now send in their Better Natured Hair Color packaging waste for recycling free of charge. Participation is easy: register on the TerraCycle program page and mail the empty colourant package using the prepaid shipping label provided. Once collected, the packaging is cleaned and melted into hard plastic which can be remolded to make new recycled products.

“Like the clothes and shoes we choose to wear, hair coloring is another way for individuals to express themselves and feel confident about their own skin,” said Tom Szaky, CEO and Founder of TerraCycle . “Now, through our partnership with Better Natured, consumers can enjoy all the fun hair coloring has to offer – without any waste. “

The Better Natured Hair Color Program is the brand’s latest sustainability initiative, complementing the Better Natured Recycling Program which was launched last year to specifically collect Better Natured hair care packaging.

The brand also works closely with the How2Recycle organization to help standardize labeling to clearly communicate recycling instructions to the public to ensure their packaging is recycled appropriately. Ultimately, by 2025, Better Natured is committed to making 100% of its packaging recyclable, reusable or compostable.

The Better Natured Hair Color program is open to any interested person, school, office or community organization, and builds on Henkel’s existing relationship with TerraCycle.

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