Beauty-Centered Recycling Projects
MyGroup and Selfridges Launched Reselfridges Recycle
Kanesa D — February 4, 2026
MyGroup and Selfridges have launched a new in-store beauty recycling program designed to responsibly dispose of hard-to-recycle cosmetic and fragrance packaging. Dubbed Reselfridges Recycle, the scheme allows customers to return empty perfume, aftershave, and cosmetic containers at participating Selfridges locations in London, Manchester, and Birmingham.
To encourage participation, customers receive an Unlocked Key for every five items returned, redeemable for exclusive Selfridges rewards and experiences. Behind the scenes, MyGroup manages the full collection and recycling process at its ReFactory facility in Hull, where materials are recovered and reintroduced into supply chains.
The program builds on a successful 2025 pilot at Selfridges’ Trafford Centre, where customer engagement surged, with Unlocked Key redemptions rising 271% over a three-month period.
