Better Natured, a Henkel professional-level hair care and styling line, has partnered with TerraCycle to make their hair color product packaging nationally recyclable across the United States. As an added incentive, for every shipment of Better Natured hair color packaging waste sent to TerraCycle, collectors earn points that can be donated to a non-profit, school or charitable organization of their choice. “We're proud to extend our partnership with TerraCycle to ensure that we give our community of hair creators a way to close the loop and divert packaging waste away from landfills, once they’ve squeezed every-last-drop out of their Better Natured hair color. Better Natured was developed in a Green Circle Salon and is on a mission to make salon quality products that are created responsibly without compromising the performance or results of the product,” said Better Natured marketing director, Jennifer Lauroesch.

About the Program

Through the Better Natured Hair Color Program, consumers can now send in their Better Natured hair color packaging waste to be recycled for free. Participation is easy: sign up on the TerraCycle program page and mail in the empty hair color packaging using the provided prepaid shipping label. Once collected, the packaging is cleaned and melted into hard plastic that can be remolded to make new recycled products. “Like the clothes and shoes we choose to wear, hair coloring is another way for individuals to express themselves and feel confident in their own skin,” said TerraCycle CEO and founder, Tom Szaky. “Now, through our partnership with Better Natured, consumers can enjoy all the fun hair coloring has to offer – without any of the waste.” The Better Natured Hair Color Program is the brand’s newest sustainability initiative, complimenting the established Better Natured Recycling Program that was launched last year to specifically collect Better Natured hair care packaging. The brand is also working closely with the How2Recycle organization to help standardize labeling to clearly communicate recycling instructions to the public to make sure their packaging is recycled appropriately. Ultimately, by 2025 Better Natured is committed to making 100% of their packaging recyclable, reusable or compostable. The Better Natured Hair Color Program is open to any interested individual, school, office, or community organization, and builds on Henkel’s existing relationship with TerraCycle.