What: Selfridges and MyGroup have launched a nationwide beauty and fragrance recycling scheme, incentivising customers to return hard-to-recycle packaging at all Selfridges Beauty Halls.

Why it is important: This initiative demonstrates how department stores can lead on sustainability by combining operational innovation with customer engagement.

Selfridges, in partnership with MyGroup, has introduced a large-scale beauty and fragrance recycling program across its Beauty Halls in Birmingham, Manchester, and London’s Oxford Street. The Reselfridges Recycle scheme allows customers to return empty beauty and fragrance packaging—including items that are typically excluded from standard recycling due to hazardous contents or mixed materials. To encourage participation, customers receive a Selfridges Unlocked Key for every five items recycled, integrating sustainability with the retailer’s loyalty program. MyGroup manages the collection and processing of these materials, ensuring that both packaging and residual product are recovered and reintroduced into supply chains or remanufactured, thereby avoiding landfill. This initiative not only addresses a significant gap in recycling infrastructure but also leverages customer incentives to drive engagement and foster loyalty. By making it easier to recycle even the most challenging beauty waste, Selfridges is setting a new standard for sustainability in department store retail and responding to increasing consumer and regulatory expectations for circular economy practices.

IADS Notes: In January 2026, Fashion Network reported the launch of the Selfridges and MyGroup recycling scheme, emphasising its operational scale and customer incentives. Earlier, Retail Week (March 2025) highlighted multi-retailer collaborations to tackle beauty packaging waste, while September 2025 coverage showcased department stores like Fortnum & Mason using creative reuse to reinforce sustainability. Inside Retail (August 2025) explored the integration of recycling into Selfridges’ loyalty program, and The Retail Bulletin (March 2025) analysed the broader adoption of circular economy strategies in retail.

Selfridges and MyGroup launch beauty and fragrance recycling at scale