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Estée Lauder joins Pulpex to develop beauty's first widely recyclable paper bottle

Sophie Smith
17 November 2021

The Estée Lauder Companies has announced that it has joined the Pulpex partner consortium, becoming the consortium’s first prestige beauty company to support the development of a recyclable paper bottle made from responsibly sourced pulp.

Using first-of-its-kind technology, Pulpex creates bottles from wood pulp using FSC-certified renewable feedstocks from responsibly managed forests. The new paper bottle is designed to be widely recyclable in standard waste streams and will support The Estée Lauder Companies’ efforts to reduce the environmental impact of its packaging.

The goal of the consortium is to help ensure that the Pulpex bottle is quickly scaled and widely adopted across multiple product categories. The Estée Lauder Companies is the consortium’s first prestige beauty partner, with the opportunity to scale the Pulpex paper bottling technology across its brand portfolio.

The Pulpex technology aims to support The Estée Lauder Companies' efforts in driving progress towards its global sustainable packaging goals. This includes the company’s latest commitment to reduce the amount of virgin petroleum plastic in its packaging to 50% or less by 2030.

The company has also committed to use responsibly sourced paper products whenever possible, with a goal of achieving 100% FSC-certified forest-based fibre cartons.

Daniel Ramos, SVP of Global Packaging at The Estée Lauder Companies, said: “At The Estée Lauder Companies, we’ve long understood the importance of partnership across industries in helping to drive meaningful change. Collaboration plays a significant role in achieving our ambition and as part of the Pulpex consortium, we are proud to help advance solutions not only for our brands and consumers but also for the industry at large.”

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