Case Study
Saving small-format packaging from landfills

A blueprint for recovering more plastic

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The Challenge

In materials recycling facilities across the country, billions of units of small, rigid plastic packaging such as caps, pill bottles and cosmetics go to waste every year. In many cases, consumers dispose of these products in their local recycling but the items later slip through sorting equipment, where they go on to contaminate glass recycling or be wasted in landfill. The growing plastic waste represents an environmental hazard and a missed opportunity to reuse valuable materials. In 2022, Maybelline New York approached us, followed by Kraft Heinz, L’Oréal, P&G, and Target in 2024, to help solve this complex material challenge.

67%

reduction of 2” to 4” plastics observed after installing glass screen

18

months of field work to test material recovery 

75%

of mechanical recyclers engaged were interested in accepting the material

12K

potential tons of small-format materials diverted annually

The Solution

We designed and executed a rigorous research plan, including audits at half a dozen materials recycling facilities owned by Circular Services, a Closed Loop Partners company. This in-depth process involved collecting samples from recycling streams to evaluate their contents and assess the market value of materials. Working with facilities on the ground, we developed and tested solutions to better sort small-format plastics from waste streams.

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“We believe scaling these innovations will improve the recyclability of plastic and create a viable end-market for our materials.”

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— Marissa Pagnani McGowan; Chief Sustainability Officer, North America for L’Oréal Groupe

Impact

In tests at a materials recovery facility of a Closed Loop Partners portfolio company, we trialed a screening solution that reduced contamination of small plastic packaging (sizes between 2 and 4 inches) by two-thirds. This reduction improved the value of recovered glass and recovered additional plastic with market value. To prove the economic case, we reached out to mechanical recyclers across the country and found that three-quarters of those contacted were interested in sourcing this kind of recovered plastic.

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We published the groundbreaking results in 2025, which garnered significant national press and led to multiple requests from brands and recyclers to join the work. Next steps will include larger trials with facilities in California, where the adoption of strict new environmental laws (SB 54) has catalyzed the business case for urgent action.

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Our Role

Research

  • Material composition and waste audits across facilities
  • Analyzing value of recovered material streams
  • Regional volume mapping and market sizing for target materials
  • Lab testing with reclaimers, processors, compounders to determine end markets
  • Exploration of material acceptance criteria, potential pricing, and minimum supply requirements.

Design

  • Testing new recycling equipment and designing configurations to increase materials  recovery
  • Developing financial models to determine long term viability

Build

  • Engaging end-market buyers

"It was so important to partner with Closed Loop Partners’ Center for Circular Economy to pioneer solutions for small-format recycling and to help us and the beauty industry accelerate our sustainable transformation."

— Trisha Ayyagari; Global Brand President, Maybelline New York

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We are  part of Closed Loop Partners—which includes the largest privately held recycling company in the U.S. and one of the largest circular economy capital management groups in the world—we’re uniquely positioned to bring research, design, and real-world implementation together.