L’Oréal Expands Circular Packaging Drive by Joining NEXTLOOPP Americas

L’Oréal Groupe has deepened its global sustainability strategy by joining NEXTLOOPP Americas, a regional initiative dedicated to creating a circular system for food-grade recycled polypropylene (rPP). The move, according to a company statement reported by Packaging Europe, marks L’Oréal as the first major brand owner to join the cross-industry collaboration led by Nextek, an engineering organization pioneering circular packaging technologies.

Building on its earlier participation in NEXTLOOPP Europe since 2022, L’Oréal’s engagement in the Americas aims to expand the use of advanced recycling infrastructure and regulatory pathways to produce safe, high-quality rPP from post-consumer waste. The program integrates AI-powered sorting, high-performance cleaning and decontamination systems, and Nextek’s proprietary PPristine resin process to enhance recycling precision and material purity. 

“We are delighted to welcome L’Oréal as the first brand owner to join NEXTLOOPP Americas,” said Edward Kosior, founder and President of NEXTLOOPP. “Having worked closely together in Europe since 2022, extending this collaboration to the Americas is a natural next step as we scale our proven model globally.”

The initiative also seeks to strengthen transatlantic cooperation between European and American markets. According to Marcio Amazonas, Vice President of NEXTLOOPP Americas, “L’Oréal’s participation provides a bridge between the European and American programs. It strengthens cross-market collaboration, accelerates knowledge transfer, and shows how circular packaging can work at scale across continents.”

The expansion underscores a broader industry shift toward circular plastics and regulatory alignment across regions. As both North America and Europe advance packaging legislation emphasizing recyclability and reduced virgin plastic use, multinational corporations like L’Oréal are accelerating adoption of closed-loop models to meet climate and compliance targets.

Experts note that scalable, food-grade polypropylene recycling remains one of the key challenges in sustainable packaging. By engaging in initiatives like NEXTLOOPP, global brands can both drive innovation and ensure that new technologies meet FDA, EFSA, and EPA standards for safety and traceability.

Source: Packaging Europe

SUNSHINE Spotlight: L’Oréal’s move signals a strategic step toward a transatlantic model for circular packaging, linking technology, regulation, and sustainability across continents.