How can the idea of the circular economy be consistently applied to cosmetics packaging? Steffanie Rainer and Felix Gass from the Heilbronn-based start-up PSL - the Packaging Strategy Lab - are asking themselves this question. Their answer: a digital reusable system that feeds manufacturer-specific packaging back into the cycle.

The conversation will focus on the cooperation with Kneipp, the well-known manufacturer of natural body care and health products. Since July 2025, consumers have been able to return their empty Kneipp packaging to selected retail partners in the greater Munich area - conveniently via regular beverage deposit machines. Behind this is a digital system that enables the packaging to be taken back, cleaned, reused and tracked.

In this interview, Rainer and Gass talk about the technical and logistical implementation, the role of partners from retail and industry - and the goal of making the circular economy not only environmentally but also economically viable. They explain the challenges that such a system entails, why standardisation is not always the best solution and how brands can still retain their individual image.

An exciting insight into a pilot project that has the potential to fundamentally change the cosmetics industry - and an appeal to all players in the industry to boldly break new ground.