Molton Brown is testing a recycling scheme for its hotel amenities. The new ‘Collect To Recycle’ initiative provides branded bins for used amenity bottles. These are then collected by a recycling company which cleans and recycles the bottles, including pumps and caps, into plastic resin.

The brand has already trialed a similar recycling scheme in its stores, where customers can return empty Molton Brown bottles, which are collected and taken through the same process. In that scheme, customers receive 10 per cent off their next purchase with every 300ml bottle or bottles that add up to 300ml they have returned. This scheme is launching nationwide this year.

The hotel scheme is being piloted for three months at four Elite Hotel locations: Ashdown Park in East Sussex, Tylney Hall in Hampshire, The Grand Hotel in Eastbourne and Luton Hoo Hotel, Golf & Spa, in Bedfordshire. The recycling bins are for used for amenity bottles from its Luxury Collection One and 1971 Collection.

The outer packaging of the brand’s hotel accessories has been fully recyclable since February 2020, and the single, double and triple dispensers that accommodate full size Bath, Body, Hair Care and Hand collection bottles can be replenished with 5 litre refills; lowering plastic use. Molton Brown products have been free from micro beads since 2017, using natural alternatives such as olive stones, black peppercorn and volcanic sand, and have been paraben-free since 2016.

All Molton Brown’s cosmetic products are made in England and, since 2016, its manufacturing facility in Elsenham has been powered by renewable electricity while 97 per cent of its waste is recycled, with an ambition to reach zero landfill waste by 2025. It says it has participated in the EU’s Green Dot Programme since 2016 complying with rules over the recovery and recycling of packaging waste and, since 2019, its packaging has been 100 per cent FSC certified.

Beatrice Descorps, Global Vice President of Marketing at Molton Brown, said, ‘‘By renewing our bottles into further resources, we’re one step closer to decreasing landfill, creating a circular economy and safeguarding future generations.’’