Kneipp Launches Pilot for Reusable Cosmetic Packaging in Munich

By: Trademagazin editor Date: 2025. 05. 27. 09:30

Starting in July 2025, natural health and personal care brand Kneipp will test a reusable packaging system for its cosmetic products in the greater Munich area. As part of the pilot project, customers will be able to return empty containers at designated deposit machines located in selected grocery stores.

The system was developed by Reo, a startup based in Heilbronn, which aims to digitally track and manage manufacturer-specific packaging. The goal is to promote packaging reuse and provide transparency to participating companies regarding how their packaging is circulated, Lebensmittelpraxis reported.

In this initial phase, Kneipp aims to gather insights into consumer acceptance and evaluate whether the returned packaging meets quality standards for potential refilling. “This project gives us the opportunity to better understand how reusable use of our packaging could work,” said Isabel Hafner, Head of Packaging Development at Kneipp.

The initiative is supported by the Fraunhofer Institute for Building Physics, adding scientific backing to the effort. Kneipp employs around 700 people, approximately 550 of whom are based in Germany. The company is a subsidiary of Paul Hartmann AG.