Herbal Essences packaging incorporates Eastman Renew

Herbal Essences will be the first Procter & Gamble (P&G) brand to use Eastman Renew molecular-recycled plastic in its packaging. Starting in November, the brand will introduce five shampoo and conditioner collections in primary packaging made from Eastman Renew resins with 50 percent certified recycled plastic, which is achieved by allocating the recycled plastic to Eastman Renew materials using a mass balance process certified by ISCC (International Sustainability & Carbon Certification), Cologne, Germany.

In August, P&G, headquartered in Cincinnati, and Eastman Chemical Co., headquartered in Kingsport, Tennessee, announced they would collaborate on initiatives to advance recycling. According to a joint news release, the launch of Herbal Essences in packaging made from Eastman Renew materials is the first step the companies are taking to leverage Eastman’s molecular recycling technologies to advance their shared commitment to the circular economy.

Five Herbal Essences Bio:renew sulfate-free collections will use Eastman Renew materials beginning this month, while two new collections will launch in January 2022. These new packages will include standardized How2Recycle labels to clarify recycling instructions and encourage recycling behavior, the companies say. Herbal Essences will continue to offer a national recycling program across the U.S. through TerraCycle as well.

“It’s on all of us to make a difference and create a more sustainable future where plastics are truly recycled, reused and out of nature,” says Herbal Essences principal scientist Rachel Zipperian. “Making this package change to Eastman Renew materials reduces the brand’s dependence on virgin plastic and helps us bring the world one step closer to making plastic a circular resource. By including the standard How2Recycle label, Herbal Essences is encouraging people to recycle their empty bottles.”

“We are excited to see our partnership with Procter & Gamble reach consumers’ hands with the launch of these Herbal Essences packages,” says Chris Layton, Eastman sustainability director for plastics and circular solutions. “We are delivering solutions to the plastic waste problem right now and look forward to the continued collaboration with P&G as a leading partner.”

Earlier this year, Eastman announced that it planned to build a “molecular” recycling facility for end-of-life polyester products and packaging at its existing site in Kingsport to leverage that site's scale and integration. Through methanolysis, the company can convert end-of-life polyester products and polyethylene terephthalate packaging that are difficult to recycle by mechanical means into recycled raw materials that will be used to produce its specialty plastics.