Eva NYC partners with TerraCycle

Hair care brand Eva NYC announced on Friday a partnership with international recycling leader TerraCycle.

The partnership will allow the New York-based brand to make the packaging for their line of hair care products nationally recyclable in the United States.

Dubbed the 'Eva NYC Recycling Program', the initiative invites consumers to send their Eva NYC hair care packaging to TerraCycle to be recycled for free. Customers can recycle empty packaging including tubes, bottles, trigger heads, complex closures and tinted glass.

Shoppers must sign up on the TerraCycle program page and mail in the packaging waste using a prepaid shipping label. Once collected, the packaging is cleaned and melted into hard plastic that can be remolded to make new recycled products.

“Our goal is to create hair products that are just as down to earth as we are, which is why we’re cruelty-free, completely free from parabens and phthalates, and now 100 percent recyclable through TerraCycle, said Eva NYC vice brand president, Jane Moran.

“This will ensure our customers can trust they'll always be making the right choice for their hair, and can now feel confident it's the right choice for the environment too.”

As an added incentive, for every shipment of Eva NYC waste sent to TerraCycle, collectors earn points that can be donated to a non-profit, school or charitable organization of their choice.

The eight-year-old brand has been committed to a number of sustainable initiatives and is currently improving the sustainability of its product line and supply chain, as part of a four year sustainability plan.

It sells its hair care products, which range from $9 to $15, through retailers such as Target, Ulta and Sally Beauty.

Eva NYC is not the only beauty brand turning to TerraCycle to up its recycling game. Earlier this year, Henkel-owned haircare giant Schwarzkopf launched a program, joining beauty giants like Gillette and Garnier USA.

Eva NYC partners with TerraCycle

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