Sephora beauty store in Birmingham Bullring is offering shoppers who recycle a discount. Here’s everything you need to know.
The new Beauty Empties Drop-off Scheme in Sephora allow shoppers to bring in their empty glass fragrance bottles, which in turn allows them to access a deal for 20% off a new scent purchase.
The Sephora recycling programme applies to customers bringing back a 100ml sized fragrance bottle.
Sephora introduced the new in-store fragrance recycling initiative in partnership with MYGroup, which will responsibly recycle all the items brought in. It’s also part of a move nationally by British Beauty Council to rethink the packaging impact of the beauty industry.
“This campaign reflects Sephora’s ongoing commitment to reducing waste and promoting circular beauty practices, while making it simple and rewarding for customers to get involved,” explained Mel Pryor, manager of the Sephora store in Birmingham.
How it works:
- Bring empty glass fragrance bottles to a Sephora store
- Bottles are collected by a Sephora Beauty Advisor at the till and responsibly recycled via MYGroup
- Receive 20% off a fragrance purchase
- The discount can only be claimed twice per customer, per day at any Sephora nationwide
Cosmetic packaging made up a third of all landfill waste in 2025, according to the British Beauty Council. Recycling glass fragrance bottles is part of Sephora’s commitment to helping manage beauty waste more responsibly.
Find Sephora on the top floor of the West Mall at Bullring in Birmingham city centre.