Aveda Launches Full Circle Takeback Programme and Refillable System

by eleanor / last updated June 21, 2021

Aveda Full Circle Takeback

Aveda has introduced its Full Circle Takeback Programme and new refillable service as its latest initiatives towards sustainability, helping to reduce the impact of packaging materials and maximising recycling.

What is the Aveda Full Circle Takeback Programme?

The Aveda Full Circle Takeback Programme invites consumers to bring empty products to a participating UK salon, providing a takeback mechanism for empty products that prevents them from ending up in a landfill. The materials are then directed to a third-party recycling partner who will recycle what they can and any remaining materials will be converted from waste to energy.

The vast majority of Aveda products can be curbside recycled and are made of 100% post-consumer recycled (PCR) packaging. However, a handful cannot currently be recycled curbside (such as pumps, small bottles (150ml or less), samples, pouches, makeup items and tubes) due to the composition, size or shape of the material. Aveda encourages guests to reuse these items wherever possible, and when finished, this is where Aveda Full Circle comes in.

Consumers are encouraged to drop off these empties that are not easily curbside recycled to any of the 35 participating Aveda salons across the UK. In exchange, guests will receive 200 Aveda Plus Rewards points per eligible product returned. Aveda will then collect the empties and pass them along to its recycling partner, who will recycle what they can, with any remaining materials being converted waste to energy.

Aveda Global Brand President Barbara De Laere said: “Sustainability is at the core of our brand, and launching a takeback programme is another step we are taking toward helping to minimise waste and lessen our environmental impact. We are very excited to pilot this programme in the UK, where consumers have shown an eagerness to make more sustainable decisions around consumption and recycling. Our goal is to roll it out in several additional countries in the future, and we are excited about the potential long and short-term impact of the programme.”

Aveda’s New Refillable Program

Alongside the Full Circle Takeback Programme, Aveda has introduced refillable pouches in the UK. The 500ml refill pouch contains 73% less plastic than two Aveda 250ml bottles.

The new refillable format will initially be available for the Light and Deep Shampoos within Aveda’s Nutriplenish franchise, with the aim of expanding the programme in the future. Once empty, the refill pouches can be brought to participating salons as part of the Aveda Full Circle Takeback programme, where it will be passed along to Aveda’s recycling partner and ultimately converted waste to energy.

To learn more about Aveda’s sustainability initiatives, visit

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