Do you know what the Trash Challenge is? People all over the world, by themselves or in groups, have been collecting trash from the places they go to and showing the results on the social networks with before and after photos, accompanied by the hashtag #TrashTag.

The hashtag was created in 2005, but gained new life in 2019. Up to 15 March, it had received almost 32,000 mentions on Instagram. What puts this subject in the spotlight are the frightening forecasts related to waste. According to the United Nations Organisation (UNO) in 2050 there will be 9 billion people in the world, producing 4 billion tons of waste a year.

The mobilisation around the hashtag shows that we can all adopt mindsets that make a difference in environmental issues. We at Natura believe in this and are concerned about the waste generated by our business activities. See how ahead.

More beauty, less trash

In addition to our concern about waste disposal, we are also committed to generating less and less waste. One way of doing this is to use post-consumer recycled material. Every year, we reuse plastic equivalent to 9 million two-litre PET bottles. These bottles are no longer discarded and become new ecological packs.

Another initiative along these lines is the offer of refills for our products. In 1983, we become the first Brazilian cosmetics company to commercialize refills. We currently have more than 110 options of refills, a number which should grow shortly. We do this because the world is more beautiful with less trash.

Reverse logistics

What can a beauty brand do for the world? One of our ways of addressing the problem of waste is by means of reverse logistics. The expression means being concerned about returning used materials to the production process. The goal is the reuse or the proper disposal of materials, helping to preserve the environment.

We have two main projects in place in this area: Elos and Give the Future a Hand.The former is a shared responsibility programme with our suppliers. The goal is to ensure traceability, approval and reverse logistics in the supply chains of the post-consumer recycled material we have incorporated into our packaging (such as PET and recycled glass).

The second action is supporting Give the Future a Hand, an initiative that aims to strengthen and professionalize the recycling chain in the country. To do this, we have fostered measures aimed at developing waste picker cooperatives, increasing their efficiency and the volume of post-consumer waste recycled.

Trash Inventory

Participation in the programme is based on the amount of packaging waste that each company places in the market annually. At Natura, this calculation uses a waste generation inventory methodology that we created in 2011.The system quantifies the volume of waste in three of the main stages of our chain: internal production processes, product distribution and the disposal of packaging by consumers.

Considering the volumes recovered by means of the Elos and Give The Future a Hand programmes, in 2017 we achieved a product and packaging material recovery rate of 29%. Our target is to increase this percentage.