Shaping Industries with a Circular Economy

The circular economy is gaining momentum, offering a sustainable alternative to the traditional linear model of “take, make, dispose.” This transformative approach emphasises sustainable product design, resource efficiency, and waste reduction, paving the way for a more sustainable future.?

The cosmetics and beauty industry is no stranger to the circular economy, in fact a lot can be done to embrace its principles and transform the product cycle. Other industries are also embarking on a circular journey, and in this piece, we’ll explore what the transformative impact can be, the principles behind the circular economy and Natura &Co’s own commitment through its Commitment to Life pillar focused on the Circular Economy.?

The transformative impact of the circular economy

Picture a world where all everyday products are recycled, reused, or repurposed. This is the vision of a circular economy, which breaks away from the linear model that extracts natural resources, turns them into goods, and disposes of them in landfills. Instead, the circular approach designs out waste and pollution, extends product lifespans, cycles materials back into the economy, and regenerates nature.?

This shift presents significant opportunities for businesses to reduce their carbon footprints and contribute to a more sustainable future. But it requires behavioural change and careful planning as well.?

At its heart, the circular economy is based on three important principles:

1. Designing Out Waste and Pollution: Products should be created with “circular capabilities”, made of durable, non-toxic materials, and manufactured in ways that allow them to be easily used, repaired, repurposed, or recycled. For example, companies like IKEA are rethinking the design of their products to ensure they are simple to take apart as well as assemble.

1. Extending the Life of Products: Goods should be used more intensively and kept at their highest value for longer. Car sharing companies exemplify this by enabling a single vehicle to be shared by multiple households, resulting in more efficient use of resources.

1. Regenerating Nature: Biological matter, such as food waste, should be returned to nature in a way that nourishes the soil and supports new growth. Innovations like Takachar’s technology, which converts agricultural waste into sellable bio-products, demonstrate how this principle can be applied effectively.

Collaborative efforts for circularity

Achieving a circular economy requires collaboration across the entire value chain and broader ecosystem. Businesses need to work together, regardless of size, to influence larger changes. The World Economic Forum estimates that the circular economy will provide a $4.5 trillion global opportunity by 2030 through waste avoidance, increased efficiency, and job creation.

Governments also play a crucial role by implementing policies that support circular practices. In the UK, regulations on single-use packaging and plastic taxes are already in place, with more initiatives like extended producer responsibility systems and deposit return schemes on the horizon. Similarly, the EU’s Circular Economy Action Plan aims to accelerate this transformation through regulations on digital product passports, eco-design legislation, and minimum standards for recycled content.

But it’s businesses that have the power to make circularity mainstream. The demand for sustainable choices is growing, but there remains an intention-action gap.

Healthy, transparent communications can help bridge this gap by driving demand for circular solutions, educating consumers, and incentivising sustainable behaviours. Refill and reuse is a great and noble position to adopt when considering certain products. But it’s critical that the infrastructure is there to enable it and the guidance is there to make the behavioural changes necessary to enable its adoption.?

Our commitment

At Natura &Co, we are deeply committed to advancing the circular economy. Our goal is to make all packaging reusable, recyclable, or compostable by 2030. To achieve this, we are focused on several key areas:

• Packaging Circularity: We aim to reduce packaging material by 20% in weight and ensure that 50% of all plastic used is made from recycled content. By 2030, all our packaging materials will be either reusable, recyclable, or compostable.

• Investment in Innovation: We have committed to investing at least $100 million by 2030 in developing solutions such as biotechnology to transform waste into plastics. This investment is critical for driving innovation and supporting the infrastructure needed for a circular economy.

• Collaborative Efforts: We work with organisations like The Consumer Goods Forum to promote circular economy principles. Additionally, we are part of the WBCSD – World Business Council for Sustainable Development , focusing on finding sustainable solutions for plastic and packaging.

Our efforts are already showing results. Natura uses 50% recyclable plastic in its packaging.

Avon has re-launched several products in bottles containing 30% post-consumer recycled plastic, saving significant amounts of virgin plastic annually.?

The transition

The transition to a circular economy is essential for a sustainable future. By embracing sustainable product design, improving resource efficiency, and reducing waste, industries can drive significant environmental benefits.?

At Natura &Co, we are committed to leading this transformation, setting ambitious goals, and working collaboratively to achieve them. Through innovation, collaboration, and a steadfast commitment to sustainability, we can drive the circular economy forward.