Henkel Consumer Brands Middle East & Africa (MEA) has won the Gold Award for Sustainable Brand Owner of the Year at the Prime Awards MEA 2025, held in Dubai. The prestigious accolade celebrates Henkel’s regional leadership in sustainable packaging, particularly its efforts to scale circularity and reduce plastic waste across the beauty and personal care sector.
The award recognizes Henkel’s Gliss recycled PET initiative, which introduced shampoo bottles made from 50% recycled PET across MEA markets. The rollout marks a significant leap in promoting responsible consumption and strengthening infrastructure for circular packaging in a region where sustainability efforts often face diverse regulatory landscapes and recycling gaps.
Valentina Reveron, Head of Packaging for Henkel Consumer Brands MEA, commented on the recognition:
“Sustainability in this region comes with unique challenges, from varying local regulations to gaps in recycling infrastructure. This initiative combined technical innovation with practical, region-specific execution, and it has set a new benchmark for the beauty and personal care sector.”
One of the initiative’s standout milestones was the localization of recycled PET production in Türkiye, which allowed Henkel to source materials closer to home, reducing transport emissions, improving supply chain resilience, and supporting local industries. This localized approach is particularly valuable in a region as diverse and dynamic as MEA.
The initiative is part of Henkel’s broader global sustainability goals for 2025, which include:
- Reducing virgin plastic use by 50%
- Making 100% of packaging recyclable or reusable
- Using 30% recycled plastic across the entire Consumer Brands portfolio
By embedding these ambitious targets into its regional strategies, Henkel is not only adapting to local challenges but leading sustainable innovation at scale, making a tangible environmental impact in MEA markets.
The Gold Award at the Prime Awards MEA 2025 cements Henkel’s role as a sustainability pioneer in the region, reinforcing its Purposeful Growth Agenda, which aligns corporate responsibility with environmental stewardship.
This recognition highlights how global ambition combined with localized execution can drive industry transformation and support a more circular, climate-conscious economy across emerging markets.
