Reusable System for Cosmetic Products – reo Launches Pilot Project in Munich

The start-up reo is testing a new reusable system for cosmetic packaging. Empty jars, tubes, and bottles are returned via organic supermarkets and put back into circulation. The data collected in the process create learning effects, explains Steffanie Rainer, CEO of the start-up.

New products, familiar processes – that’s the idea behind the innovative reusable concept developed by reo, a start-up from Heilbronn. Customers return empty shower gel or bath salts containers to where returns are already common practice – to deposit machines in stores. “We’re using existing channels, but in a new context,” says Steffanie Rainer. “The shampoo bottle makes its way back through a similar infrastructure as a beverage can.”

At the heart of the pilot project is the idea of making the return, sorting, and cleaning processes practical and economically viable in the cosmetics sector as well. “If different brands work together on one platform, it can ultimately pay off for everyone,” Rainer is convinced. “With the pilot project, we are creating the right benchmarks.”

In Munich, organic supermarket VollCorner will collect the packaging over the course of a year in three of its branches via deposit machines. The packaging comes from well-known partner companies that cannot yet be named before the project officially starts. From there, the containers are sent to a central warehouse for sorting and on to specialized cleaning partners.

At this stage of the project, the main focus is on learning from ongoing operations: Which containers pass smoothly through the deposit machines, and how do the different materials behave and develop after multiple reuse cycles? “We’re curious to see which packaging comes back how often and in what condition,” says Rainer. “From that, we can derive adjustments for cleaning, logistics, materials, and design.”

reo has recognized that isolated solutions are not an option: “Reusable models from different providers side by side – that’s practically unworkable in retail,” explains Rainer. “The German single-use deposit system, such as for beverage cans, has shown how it can work: one logo, clear rules.” For brands, this primarily means rethinking design: “Until now, packaging has been optimized for recycling after a single use. Now we’re asking: if a bottle comes back to retail two or three times – what should it be like then?”

There were many reasons in favor of the Bavarian capital even during the concept phase, reports Steffanie Rainer: “Munich is already pursuing the goal of becoming a zero-waste city and quickly decided to partner with us.” In addition, consumer openness to sustainability topics is high along the Isar River, especially when it comes to natural cosmetics. And: “From Heilbronn, Munich is easy to reach – which allows us to stay closely involved.”

The pilot project is deliberately kept small-scale to enable rapid transfer of insights. “By starting on a smaller scale, retailers, brands, and we ourselves can learn from each other most quickly,” says Rainer. The project is initially planned for twelve months, a timeframe chosen intentionally. “A bottle of shampoo lasts longer than, for example, a bottle of milk. The goal is to derive standards from real return cycles that can benefit everyone in the future.”