Why is French cosmetics giant L’Oréal embracing the circular economy? Because it’s worth it, of course.

It is showing real leadership when it comes to building new and sustainable business models. This week it announced that two of its products have received Cradle to Cradle® accreditation, from MBDC, an international company, co-founded by world-renowned architect and champion of sustainability, William McDonough. MBDC provides technical support for companies working to adopt a circular economy model.

L’Oréal’s Biolage R.A.W. Nourish shampoo and conditioner were assessed by MBDC, as part of the Cradle to Cradle Certified Products Program, on factors including the materials used, water management, clean energy and carbon impact. The products received the Cradle to Cradle® silver standard.

“Both products have been optimized for the biological cycle, meaning that they are nutrients for the Earth, food for organic, biological systems,” said Jay Bolus, President of Certification Services at MBDC.

“It is exciting to have L’Oréal supporting the momentum behind the Cradle to Cradle movement,” said McDonough. “Today we are seeing fragrances, personal care products, fashion and more consumer industries putting health for people and planet first by pursuing Cradle to Cradle Certified materials.”

Earlier this month L’Oréal also announced it is partnering with waste and water management company SUEZ to implement circular economy practises and reduce emissions.

McDonough wants other companies to “follow L’Oréal’s lead in this journey toward a circular economy”.

And big corporates, representing a cross section of industries, as well as countries across the world, are joining the circular economy revolution, including Apple, BASFRenault, Unilever and H&M.