The New Recycling Is Called 'Recommerce'

The world’s biggest brands want you to see those everyday household products in a different light. The shampoo bottle, the deodorant stick, razors and even your toothbrush—they all get thrown away when they’re empty or worn out. But if they were reusable—or refillable—just imagine how much waste could be avoided.

That’s the goal of “Loop,” a durable packaging initiative run by New Jersey-based recycling company TerraCycle that debuted at the World Economic Forum earlier this year. This week, Loop began its U.S. trial, allowing consumers to use steel, glass and durable plastic reusable packaging for everyday items. Kroger Co. and Walgreens, along with such consumer brands as Procter & Gamble, Nestle, The Clorox Co. and Unilever, are taking part.