Eternal Beauty launches Hong Kong’s first rinse-free cosmetic recycling program
The program can be presented as a first‑mover, consumer‑facing recycling model that blends ESG‑oriented waste management with scalable retail infrastructure.
CHINA – Eternal Beauty Holdings Limited, the largest perfume‑focused retail group in China, in partnership with The Loops, has launched “Green is Eternal,” Hong Kong’s first rinse‑free recycling program for fragrance and skincare cosmetics.
The initiative allows customers to return used glass and plastic bottles from fragrance, skincare, home fragrance, and cosmetic packaging at eight Eternal Beauty outlets and offices across Hong Kong, including major malls in Causeway Bay, Tsim Sha Tsui, Kowloon Tong, and Mong Kok.
Containers no longer need to be washed or sorted by brand; instead, they are collected by staff and handed over to environmental startup The Loops Hong Kong, which handles sorting, processing, and recycling using advanced closed‑loop technology.
The program excludes personal‑care items such as shampoo, haircare, body wash, aerosol sprays, makeup tools, and perfume samples under 10 ml.
To encourage participation, customers earn electronic stamps for each eligible bottle handed in, with 10 stamps redeemable for a shopping voucher.
The Group has also planned recycling‑facility tours in partnership with a local charity, aimed at educating the public and students about how packaging is transformed from waste into new resources, thereby turning one‑off recycling actions into durable environmental habits.
Eternal Beauty’s partnership with The Loops Hong Kong, founded in 2019, provides structured collection, sorting, data reporting, and ESG‑style waste‑flow analytics, strengthening the Group’s sustainability disclosures.
Executives frame “Green is Eternal” as an ESG pillar built around four themes: Environment, People, Product, and Community, aligning bottle‑return with brand‑building and community engagement.
Wendy Lau, Executive Director and Chairperson of Eternal Beauty’s ESG Committee, said the collaboration enables “true rinse‑free recycling” and aims to raise consumer participation in environmental protection.
Jorch Wong, Founder of The Loops Hong Kong, described the initiative as a milestone for sustainability in the fragrance and beauty sector, where packaging has historically been difficult to recycle and voluntary rates have remained low.
The Group plans to expand the initiative to its stores across Mainland China within 2026, creating a cross‑border environmental‑collaboration framework.
Eternal Beauty operates in mainland China, Hong Kong, and Macau.
She manages around 74 external brands as of 30 September 2025, including Hermès, Van Cleef & Arpels, Chopard, Albion, and Laura Mercier across perfume, colour cosmetics, skincare, personal care, eyewear, and home fragrances.
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