The ambitious packaging targets are in line with the company's longtime focus on the circular economy. In March, Henkel launched partnership with Waste Free Oceans to gather plastic waste from waterways and turn it into Lovable laundry brand bottles with the goal of having enough material for at least 1 million bottles. Also last spring the company announced it was collaborating with Mondi on ways to for Henkel to incorporate more scrap plastic into flexible laminate packaging material.