Beauty Retailer Cuts Virgin Plastic 21% by 2030

A global beauty giant is proving that cutting plastic doesn't mean cutting corners on customer experience.

AS Watson, which operates health and beauty stores across 27 markets worldwide, just pledged to reduce virgin plastic in all its own-brand packaging by 21% by 2030. The company joined the Ellen MacArthur Foundation's Global Commitment 2030, setting a clear benchmark using 2022 as its starting point.

The commitment covers four major areas where the retailer can make the biggest impact: product packaging, in-store shopping bags, online delivery parcels, and single-use plastics in warehouses. That means whether customers shop in person or online, they'll see less plastic waste from their purchases.

The changes are already happening in stores around the world. Watsons China removed plastic windows from hand cream gift sets, saving 2.36 tons of plastic, and switched plastic trays to paper ones certified by the Forest Stewardship Council, cutting another 5.26 tons.

In Europe, Superdrug redesigned its entire Naturally Radiant product line by ditching laminated mirror boards. Now every package is fully recyclable, FSC certified, and contains at least 30% recycled plastic content.

Filipino customers are seeing the shift too. Watsons Philippines switched from plastic to paper bags in stores and installed Recycle for Rewards bins where shoppers can return empty personal care bottles. The stores are promoting refill packs and reusable options both in physical locations and through their app.

Sebastien Pivet, AS Watson's Chief Sustainability Officer, emphasized that retailers have a responsibility to lead this transition. The company is celebrating its 185th anniversary this year, making the commitment a meaningful milestone that honors its legacy while building a cleaner future.

The Ripple Effect

When a retailer serving millions of customers across nearly 30 markets commits to cutting plastic, the impact extends far beyond its own operations. Suppliers will need to redesign packaging, manufacturers will shift production methods, and competitor brands may feel pressure to match or exceed these targets.

AS Watson is calling on other businesses and suppliers to join the 2030 Plastics Agenda for Business. The company believes that when retailers, suppliers, and customers work together across the entire supply chain, circular packaging solutions can scale fast enough to create real environmental benefits.

The beauty industry has long struggled with excessive packaging, but this move shows that even sectors known for elaborate presentation can prioritize the planet without sacrificing quality.

A 185-year-old company is proving that caring for customers and caring for the Earth go hand in hand.