Reusable packaging for cosmetics brands

Cosmetics brands

Hardly any industry ships as often as you do: creams, tubes, bottles and aerosol cans go out from the central warehouse to drugstores and specialist retailers at high frequency.

That frequency is exactly what makes the difference - with reusable shipping packaging from hey circle, thousands of single-use cardboard boxes become a system that keeps coming back.

How the loop works

You pick your goods in the central warehouse and deliver to drugstores and specialist retailers at very high frequency - several times a week, as is typical for FMCG. Cosmetics are small to medium in size, but partly liquid and pressure-sensitive: tubes, bottles and aerosol cans with propellant place higher demands on the packaging than dimensionally stable goods.

To be clear: this is not a daily full shuttle service but a high-frequency distribution flow in one direction. The benefit comes from the shipment volume on the outbound leg and the bundled, foldable empty return.

  • Pack & close

    • Place creams, tubes, bottles and aerosol cans safely cushioned into the hey circle box
    • Close it with a 1-zipper, 2-zipper or lift-off lid - with no adhesive tape at all
    • Stick the shipping label onto the full-surface label holder

  • Ship

    • Shipping through the normal parcel process, with no bulky goods surcharge
    • Dimensionally stable, cushioned boxes are tested in a drop test from 80 cm
    • Tested and approved by all parcel carriers, runs through the normal sorting process

  • Send back

    • Fold the empty boxes flat to save space and send them back to the central warehouse in bundles at low cost
    • At your frequency a collectable quantity builds up quickly - bundled, the return leg pays off, a single empty box does not
    • Wipe the plastic surfaces clean inside and out, then fill again straight away - for 50 cycles on average

Cosmetics brands & reusables: a dream team

  • Highest frequency

    Cosmetics have the highest delivery frequency of all consumer brand sectors. The more shipments, the more clearly the reusable loop beats the single-use cardboard box - this is where the effect works fastest.

  • Protection for pressure-sensitive goods

    Liquid and pressure-sensitive products often arrive crushed in a standard cardboard box. Dimensionally stable, cushioned boxes protect better and are tested in a drop test from 80 cm.

  • Packaging costs

    With several deliveries a week, every single-use cardboard box adds up enormously. In the loop you cut your packaging costs by an average of 53 %.

  • Less waste

    The loop avoids up to 94 % of waste and up to 76 % of CO2 - in line with the refill and sustainability trend that has long been standard at many cosmetics brands.

  • Regulation (PPWR)

    Because of its high packaging share, cosmetics is strongly affected by the PPWR. The obligations apply from 12 August 2026, and from 2030 a reuse quota of at least 40 % applies to transport packaging. Cardboard remains exempt from the reuse targets, the other obligations still apply.

Matching packaging

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Reference: hub-and-spoke at WMF

There is not yet a confirmed hey circle reference customer from the cosmetics industry. WMF is the reference for the distribution pattern you share: the manufacturer of tableware and household goods supplies its stores with a reusable system instead of single-use cardboard. Important context: WMF is our reference for the store replenishment use case (use case cluster hub-and-spoke distribution) - that is, for the central warehouse to point of sale logistics pattern - not for the cosmetics industry itself.

With the reusable boxes we are taking an important step towards sustainable, future-proof logistics processes.

Dominik Drögmöller | Logistics Consumer Projects & Process Manager, WMF

Frequently asked questions

How does the packaging come back?

Folded flat and bundled, back to the central warehouse via the parcel network. At your shipping frequency you quickly collect enough for a batch; bundled, the return trip pays off, a single empty box does not. It is not free once a parcel carrier is involved.

Does the box protect liquids and pressure-sensitive goods?

Dimensionally stable, padded boxes are tested in a drop test from 80 cm and protect tubes, bottles and aerosol cans better than a standard cardboard box.

How can cosmetics manufacturers supply their stores sustainably?

Through a hub-and-spoke loop: goods go out in reusable packaging, the empty box folds flat and comes back in bundles, with 53 % lower packaging costs on average.

Is reusable shipping packaging clean enough for pharmaceutical and cosmetics environments?

The surfaces are plastic, do not pick up dirt and can be wiped down very easily inside and out - unlike cardboard, which brings dust and fibres with it.

Does this work with our parcel carrier?

hey circle packaging has been tested and approved by all parcel carriers and runs through the normal sorting process with no surcharge.

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How much can you save with reusables?

Our team is happy to advise you on the benefits of reusable shipping packaging for your shipping loop.

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