PARIS, France, 5 February 2026, 8:00 AM CET - Paris Packaging Week - Greyparrot today announced it is extending Deepnest’s real-world impact with a major cosmetics and beauty corporation, leveraging its AI-powered waste intelligence to design packaging that performs in recycling systems.
Deepnest provides AI-driven insights into how packaging is detected, sorted and recovered once it enters post-consumer waste streams. This builds on Greyparrot’s work with a range of brands and packaging formats. The recent integration of L’Oréal Groupe into this collaborative ecosystem further scales the platform’s impact, joining established partnerships with Unilever in personal care, as well as Food Services with The Cup Collective, McDonald’s, Costa, Huhtamaki, and others, all aiming to improve recovery rates.
Greyparrot is extending the platform’s impact by applying Deepnest insights to these diverse partnerships, helping brands understand how packaging performs in real-world recycling systems.
Today, tracking recyclability is no longer just a sustainability ambition - it is a financial necessity. With EPR (Extended Producer Responsibility) and the EU’s Packaging and Packaging Waste Regulation (PPWR), brands must meet stricter design and reporting requirements.
Greyparrot analyses waste directly inside recycling facilities, providing evidence-based data on how specific materials, formats, colours and design choices perform in practice - moving beyond theoretical recyclability to verified outcomes.
“As part of our commitment to circularity, we are continuously looking to better understand the real-world journey of our packaging. This pilot partnership with Greyparrot allows us to investigate how our products interact with actual sorting technologies on the ground. By gathering these field insights, we aim to refine our knowledge and further support our 'Design for Recycling' strategy with evidence-based data, ensuring our packaging solutions are compatible with evolving recycling systems.”
Brice André, Global VP Sustainable Development & Packaging,
L’Oréal Groupe
“Circular packaging is no longer an aspiration. It is fast becoming the standard. We are excited to partner with L’Oréal Groupe on this journey using realworld data to turn design intent into measurable impact. Our hope is that this sets a new benchmark for how the beauty industry designs, measures and delivers circularity at scale.”
Ambarish Mitra, Co-founder, Greyparrot