Selfridges and MYGroup roll out nationwide magnificence recycling scheme

THE WHAT? MYGroup has partnered with Selfridges to launch a nationwide magnificence and cosmetics recycling scheme, enabling clients to return magnificence empties—together with hard-to-recycle perfume bottles.

THE DETAILS The Reselfridges Recycle scheme is now reside throughout all Selfridges Magnificence Halls in London Oxford Road, Manchester and Birmingham. Clients can return used magnificence and beauty packaging from any model, together with fragrance and aftershave bottles that also comprise residual perfume—gadgets usually excluded from kerbside and in-store recycling programmes.

MYGroup manages the end-to-end assortment and processing at its specialist facility in Hull, recovering packaging supplies and residual product by way of its ReFactory™ operation. Individuals are rewarded by way of Selfridges’ Unlocked membership programme, receiving one Unlocked Key for each 5 gadgets recycled. The nationwide rollout follows a 2025 trial at Selfridges Trafford Centre, which noticed Unlocked Key participation enhance by 271%.

THE WHY? The initiative addresses a vital hole in magnificence recycling infrastructure, notably for complicated and dangerous waste streams equivalent to perfume packaging. As prolonged producer duty rules come into sharper focus, the partnership presents a scalable mannequin for retailers to divert difficult-to-recycle magnificence waste from landfill whereas incentivising shopper participation.

Supply: MYGroup