Kao supports circular economy with chemically recycled PET for foundation makeup

11 Jul 2022 --- Kao is integrating chemically recycled PET by PET Refine Technology, a subsidiary of Jeplan, into the inner plate of the company’s compact powder foundations. In July this year, Kao aims to gradually introduce chemically recycled PET into its packaging solutions. 

The recycling process includes chemically breaking down discarded PET materials to eliminate impurities before recycling them and using them as the raw material for PET resin. The companies claim that this technique is advantageous since the material can be recreated with the same physical properties and quality as those derived from petroleum.

Horizontal recycling
Traditionally, powder foundations could be utilized by continually refilling the compact case. The refill might be an inner plate made of virgin PET material or metal, depending on the specifications of the package. 

For this design, the inner plate – which is currently constructed of virgin PET material – will progressively be replaced with chemically recycled PET of comparable quality. Kao aims to reduce the virgin plastic used in its makeup category through this effort.

In the company’s cosmetics division, the promotion of sustainable manufacturing and the expansion efforts to achieve horizontal recycling of plastic cosmetic containers are regarded as highly important.

Kao aims to make plastic circularity a reality in Japan by using recycled plastic in packaging.Horizontal recycling is a recycling system that turns the majority of the final materials back into a material similar to the original and Kao began using this system with chemically recycled PET materials from the skincare product containers of the cosmetics brand Twany in June 2021. It has since been gradually expanding its use to a number of other brands within the family. 

In addition to this, Kao is working in collaboration with Jeplan on a horizontal recycling field test where used cosmetics bottles are collected from customers at stores and turned into new plastic cosmetic bottles.

Societal plastic circularity
In the future, similar to the plastic bottles initiative it is working on, Kao will also consider other initiatives to achieve horizontal recycling and realize plastic circularity in society through its ESG strategy established in April 2019.

This ESG strategy is called the Kirei Lifestyle Plan and has set obtaining “Zero Waste” as one of its primary targets. The recycling field test is an initiative that contributes to this aim. 

In addition to the several strategies used up to now, Kao is aiming to make plastic circularity a reality in society by using recycled plastic on a large scale for plastic packaging containers in Japan.

Kao says it will keep expanding its company while implementing its ESG approach into its management procedures. While pursuing its goal of “realizing a Kirei world in which all life lives in harmony,” it says it will seek to offer customers and society more environmentally sustainable goods and services.Current inner plates are constructed from virgin PET and will gradually be replaced by rPET.

ESG for a maximum output
Kao’s initiative to reduce virgin plastic use includes encouraging the use of replacement and refill packs. The company had 380 refill and replacement items as of December 2021, with an 83% conversion rate.

A collaboration between Kao and Mondi, for example, resulted in the creation of a recyclable, lightweight packaging solution for its Goldwell hair-lightening products. Mondi has supplied flexible, reclosable stand-up pouches made of recyclable monomaterial for powdered products. 

The stand-up pouches reduce plastic usage without compromising strength and durability, which is advantageous as less than 30% of consumers globally are willing to compromise product protection for plastic reduction in packaging, according to Innova Market Insights.

These pouches supported Kao’s efforts to reduce its environmental footprint as they were previously packed in rigid plastic containers while the updated design reduced the overall amount of plastic in individual packs by 80%.

By Mieke Meintjes