Selfridges is launching a nationwide scheme which enables customers to recycle ‘typically binned’ beauty products from any brand, including fragrance bottles.
The UK retailer’s Reselfridges Recycle programme, created alongside recycling partner MyGroup, accepts used cosmetics, aftershave and fragrance bottles (including those still containing liquid) which would usually be destined for landfill.
Fragrance bottles are often excluded from both kerbside recycling and other in-store take-back schemes due to residual hazardous contents and mixed packaging materials.
The ‘Reselfridges Recycle’ collection boxes are now available in all four Selfridges’ UK Beauty Halls, including London’s Oxford Street store, which attracts more than 20 million visitors each year alone.
Customers are incentivised to take part in the recycling scheme by bringing five beauty empties from any brand to the recycling point, where they will receive a Selfridges Unlocked key from the Beauty Concierge team.
The more keys a customer collects, the more perks they will gain access to as part of the retailer’s membership scheme.
Selfridges’ nationwide launch of Reselfridges Recycle follows a successful trial at its Trafford Centre, Manchester, store in 2025, during which the number of Unlocked Keys collected increased 271% between September and November.
“Fragrance recycling highlights why this experience matters,” said Steve Carrie, Group Director, MYGroup.
“These products are used at scale but are typically binned after use.
“Through Reselfridges Recycle, we are applying our established take-back solution in a department store environment, where even the hardest-to-recycle items can be captured at scale in meaningful volumes and recovered safely.”
MyGroup works with retailers to make take-back a practical and scalable cornerstone of the beauty sector’s commitment to recycling.
Recovered materials unable to be returned to supply chains are processed through MyGroup’s ReFactory operation, which specialises in the design and remanufacture of waste into new products and materials.
Outputs include construction materials such as MyBoard – a plywood replacement made entirely from recycled plastic – injection-moulded plastic products, and bespoke furniture.
Through schemes MyGroup has helped co-create, including one with luxury retailer Harrods, the company has now processed more than 40,000 tonnes of returned beauty and cosmetic packaging.