Cosmetics giant L’Oreal and Kellogg’s-owned snack brand Pringles have become the latest manufacturers to launch initiatives aimed at boosting their environmental credentials.

L’Oreal’s Maybelline brand has linked up with recycling firm TerraCycle to install thousands of recycling bins for used make-up containers in branches of Tesco, Boots, Sainsbury’s and Superdrug.

Items such as compacts and eyeshadow palettes, along with concealer, mascara, eyeliner and lip products will be accepted at the recycling points. The used items will then sorted and recycled into plastic pellets, which can be used to make other products such as outdoor furniture.

Speaking to the BBC, Vismay Sharma, country manager of L’Oreal UK and Ireland, said the firm wants to “lead the way” in creating beauty recycling habits. She stressed that firm had the “ability to make impact at real scale”.

Nearly half of make-up wearers did not know that recycling beauty products was possible, according to a recent survey of more than 1,000 consumers by Maybelline brand.

Asked what differentiates Maybelline and TerraCycle’s new ‘Make-up Not Make Waste’ scheme from other similar ones, Stephen Clarke, head of communications at TerraCycle, said that the number of stores participating meant it would be easier for consumers to recycle their beauty buys.

Meanwhile, the iconic Pringles can is set for an eco makeover after the brand announced the trial of a new tube made of recycled paper, which is widely recyclable.

Launched in partnership with Tesco, the trial will take place in a small number of the supermarket’s stores across East Anglia from this week.

The current tube is made up of a combination of foil, paper board, metal and plastic, meaning it can be difficult to recycle through the existing household recycling system set-up. But the make-up of the new-look can means it can be disposed of in home recycling bins.

The paper cans will be trialled with two different lids, a paper lid and a plastic lid. Both can also be recycled.

Kellogg said it had taken almost 12 months to create the new Pringles tube. It has been designed to protect its iconic hyperbolic paraboloid shaped crisp, maintain long shelf life, while ensuring it can widely recyclable.

If successful, the company stated that it could roll out the new packaging across Europe. The development is part Kellogg’s commitment to ensure 100% of its packaging will be reusable, recyclable or compostable by end of 2025.

Speaking about the pilot, Miranda Prins, Pringles vice-president, said: “We are eager to play our part and reduce our impact on the planet. And, Pringles fans expect that of us too. So, we’ve worked hard to come up with this new can which is widely recyclable and keeps our chips fresh and tasty and protects them from breaking up – which helps to reduce food waste.

“The important thing for us now is getting the trial up and running with Tesco and collecting all the data and consumer feedback. At this stage it is too early to say whether we’ll roll out this new paper tube, however, the information we collect will help us understand if people like it and if it works on the supermarket shelf and at home. This trial will help us create the Pringles can of the future.”

The Tesco-based trial of the new paper can will last for six weeks. Studies will be conducted to help Pringles understand the reaction of shoppers – including high-tech eye-tracking analysis to show how people visually react to the new packaging on the shelf.

Sarah Bradbury, Tesco Group quality director, said: “We are working at speed with our suppliers to remove packaging where we can, reduce what we cannot remove, to reuse more and to make sure the packaging we do use is recyclable. This work is achieving real change for our customers and our environment.

“It’s vital that all products become recyclable as quickly as possible and we’re delighted that Pringles are trialling its new tube exclusively with us; and we look forward to further progress.”