In the personal care, perfumery, and cosmetics sector, consumers, retailers, and regulatory authorities are demanding that companies reduce waste and make more concrete environmental commitments. One response to these demands is the concept of \u201ccircular beauty,\u201d which consists of products and business models designed to keep materials in use for longer and reduce reliance on disposable items.<\/p>\n
Among the examples in the Brazilian market, Natura presents itself as a pioneer in cosmetic refills, a model it has been adopting for more than 40 years. The company also maintains reverse logistics programs with recycling cooperatives. According to its 2025 Integrated Report, it reached 30.1% recycled plastic in its packaging and exceeded, one year ahead of schedule, the 25% target it had committed to under the Ellen MacArthur Foundation.<\/p>\n
Since 2006, O Botic\u00e1rio has maintained the Boti Recicla program, which exchanges empty packaging for benefits at its stores. According to the company, it is the largest program in the country’s beauty retail sector in terms of the number of collection points. Simple Organic, in turn, focuses on solid, powdered, and concentrated cosmetics, aligned with the waterless concept, which reduces water use and packaging volume.<\/p>\n
But where does innovation lie?<\/strong><\/p>\n When it comes to cosmetic patents, attention usually focuses on new active ingredients and formulations. In circular beauty, however, much of the innovation lies outside the formula. A refill system needs to be simple for consumers while also preventing leaks and contamination. Dispensing mechanisms must function over multiple usage cycles, while packaging made from recycled or renewable materials must still protect the formulation and maintain the aesthetic appeal consumers expect.<\/p>\n In addition, the product format itself can be innovative. Solid or powdered cosmetics need to remain stable and deliver the expected performance when reconstituted. To achieve this, market players can develop formulations and manufacturing processes that may qualify for intellectual property protection.<\/p>\n Which Intellectual Property assets may be involved?<\/strong><\/p>\n A single product may combine different forms of protection that complement one another. Technical solutions, such as refill attachment mechanisms, dispensing systems, new materials, compositions, and manufacturing processes, may be protected by invention patents or utility models.<\/p>\n The ornamental design of the packaging, which is often decisive in consumer choice, may be protected as an industrial design. The distinctive sign identifying the product line or the origin of the products is protected by a trademark, which may be the three-dimensional shape of the packaging itself.<\/p>\n Finally, even knowledge that should not be made public, such as screening methods, logistics processes, and operational know-how, may be kept as a trade secret.<\/p>\n Why does early disclosure require attention?<\/strong><\/p>\n Sustainability initiatives are often widely publicized through campaigns, ESG (Environmental, Social and Governance) reports, and investor communications. If such disclosure takes place before a patent or industrial design application is filed, it may compromise the novelty requirement.<\/p>\n Brazilian legislation provides a 12-month grace period for patents and 180 days for industrial designs. However, this benefit is not recognized in the same way in all jurisdictions, which may limit protection abroad. Therefore, the most prudent approach is to assess the relevant assets and file the applications before any public disclosure.<\/p>\n Which sustainability-related aspects of Brazilian legislation should be considered?<\/strong><\/p>\n The National Solid Waste Policy establishes shared responsibility for the life cycle of products. It also provides for reverse logistics systems covering packaging, reinforcing the strategic value of circular solutions. Waste management and recycling technologies that qualify under the World Intellectual Property Organization’s (WIPO) Green Inventory may be eligible for priority examination at the Brazilian Patent and Trademark Office (INPI or BPTO) through the Green Patents Program, accelerating the patent examination process.<\/p>\n Products developed from Brazilian genetic heritage, such as Amazonian active ingredients, must be registered with SisGen before applying for any intellectual property rights. Furthermore, all environmental claims must be truthful and substantiated. Otherwise, companies may be challenged under the Consumer Protection Code (CDC) and the rules of the National Council for Advertising Self-Regulation (CONAR).<\/p>\n The Brazilian examples show that circular beauty is already a market reality. The question now is who will own the intellectual property that supports the next generation of sustainable products. Considering the protection strategy from the earliest stages of development is what makes it possible to turn environmental commitments into a competitive advantage.<\/p>\n Read also: \u201cGreen Patents in Brazil: How Does the Program That Accelerates the Protection of Sustainable Technologies Work?\u201d<\/a> and \u201cGreen Patents Program: Requirements, Procedure, and Benefits.<\/a>\u201d<\/em><\/p>\n","protected":false},"excerpt":{"rendered":" In the personal care, perfumery, and cosmetics sector, consumers, retailers, and regulatory authorities are demanding that companies reduce waste and make more concrete environmental commitments. One response to these demands is the concept of \u201ccircular beauty,\u201d which consists of products and business models designed to keep materials in use for longer and reduce reliance on […]<\/p>\n","protected":false},"author":1,"featured_media":6683,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6685","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-patent"],"yoast_head":"\n