The presentation will show, how a joint development involving several industry players along the value chain achieved the design of a circular cosmetics packaging, by incorporating full life cycle thinking in each development step, to create a new standard for the industry. 
The aim of the collaboration was to design a next generation packaging solution that enables waste recyclers to manufacture cleaner high-value material out of given waste input streams. These recycled materials can find their way back into high-value applications (e.g. bottle2bottle) and allow brand owners to manufacture high-value cosmetic products that match consumer expectations. 
The presentation will not only reveal the developed next generation packaging solution, but also show how achieving circularity needs a complete shift in designing product packaging and packaging raw materials, considering recycling and packaging end-of-life. Incorporating this system thinking in the development phase, requires a new mind set and openness amongst the partners – challenges and opportunities of such a collaboration will be shared.