Kaufland, VollCorner trial deposit return for cosmetic packaging in Germany

GERMANY – German retailers Kaufland and VollCorner Biomarkt have launched a pioneering deposit return system (DRS) for cosmetic packaging in partnership with digital circular platform Reo, aiming to make sustainable beauty consumption easier and more accessible.

The trial, currently running in ten Kaufland stores and three VollCorner markets across the Munich region, allows consumers to return empty packaging from brands such as Naturkosmetik, Kneipp, and Logocos Naturkosmetik for a €0.29 (US$0.34) deposit refund.

Packaging eligible for return is clearly labeled both on-shelf and on-pack, helping shoppers easily identify reusable containers.

The initiative was launched at a kickoff event alongside Munich’s Zero Waste Innovation Hub, signaling a collective effort to reduce single-use packaging in the personal care sector.

Steffanie Rainer, CEO of Reo, emphasized the convenience-driven approach, “We want to show that conscious consumption doesn’t mean going the extra mile.

“When sustainable solutions are seamlessly integrated into everyday life, real change becomes possible, for brands, retailers, and consumers alike.”

Jessica Koch, International Sales Manager at Kaufland, added, “Together with start-ups, we want to shape the future of retail and create sustainable added value. Start-ups bring fresh ideas and new perspectives to the industry, while we contribute our retail expertise.”

A new frontier for sustainable beauty

While DRS models are well established in beverage packaging, their application in personal care products is relatively new.

Traditionally, beauty brands have favored refillable packaging to reduce waste and strengthen brand-consumer connection.

For instance, Schwan Cosmetics’ trend and design expert Iris Hubbes recently noted that refillable beauty products foster “an emotional connection for consumers seeking long-lasting, environmentally aware solutions.”

Recent packaging innovations reinforce this shift. Bormioli Luigi expanded its makeup packaging line with Swing, a refillable and recyclable glass lipstick, while Amcor partnered with Cut by Fred, a French haircare brand, to introduce Exclusive Refill Technology for its Detox Stick Shampoo.

Germany’s trial signals a growing interest in merging reuse and refill systems across product categories, supporting Europe’s push toward a circular packaging economy.

If successful, the initiative could pave the way for similar return systems in cosmetics retail across the continent.

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