Better Natured Partners with Terracycle to Make Product Packaging Recyclable Nationwide

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

As an added incentive, for every shipment of Better Natured hair color packaging waste sent to TerraCycle, collectors earn points that 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 close the loop and divert packaging waste from landfills, once they have extracted the last drop of their Better Natured hair color Better Natured was developed in a Green Circle salon and is on a mission to produce professional quality products that are responsibly created without compromising product performance or results,” said Jennifer Lauroesch, Marketing Director of Better Natured.


About the program

Through the Better Natured hair color program, consumers can now send in their Better Natured hair color packaging waste to be recycled for free. Participation is simple: register on the TerraCycle program page and mail the empty hair color package using the prepaid shipping label provided. Once collected, the packaging is cleaned and melted into hard plastic that can be reshaped 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 in their own skin,” said TerraCycle CEO and Founder Tom Szaky. . “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 newest sustainability initiative, complementing the Better Natured recycling program that 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. Eventually, 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 individual, school, office or community organization and builds on Henkel’s existing relationship with TerraCycle.

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