Selfridges expands beauty recycling scheme after successful trial

Selfridges has rolled out a nationwide beauty and cosmetics recycling scheme that allows customers to return beauty empties for rewards. 

Reselfridges Recycle is now available at all Selfridges Beauty Halls in Birmingham, Manchester, and London’s Oxford Street, which alone attracts over 20 million visitors annually.

The scheme aims to make it easy to recycle perfume, aftershave, and other fragrance bottles, even those containing residual product, which are typically excluded from kerbside recycling or other take-back programme due to their mixed materials and hazardous contents.

Customers can drop off items from any brand in Reselfridges collection boxes at all stores and earn a Selfridges Unlocked Key for every five products recycled through the retailer’s membership programme. A full list of accepted items and exclusions is available online.

Following a successful trial at Selfridges Trafford Centre in 2025 - during which the number of Unlocked Keys collected rose by 271% between September and November - the initiative aims to capture materials that household recycling systems cannot handle, helping brands and retailers meet new extended producer responsibility requirements.

The end-to-end collection and processing of returned items is managed at a specialist facility in Hull, East Yorkshire, where MYGroup recovers packaging materials and residual cosmetic products, remanufacturing them into new products through its ReFactory operation, keeping waste out of landfill.