reo

What reo does

reo GmbH is a German circular-packaging startup founded in 2023 by Steffanie Rainer, evolving from her 2021 refillable shampoo venture WITHOUTme. The company operates a brand-agnostic digital platform that connects cosmetics brands, retailers, and end consumers to enable circular packaging reuse by routing empty beauty packaging through existing beverage deposit return machines (Pfandautomaten) at retail. The platform digitizes return flows and is designed to deliver brand-partner data on return rates, packaging condition, and future reuse potential, with scientific support from Fraunhofer IBP for lifecycle assessment.

Its core products are the reo Digital Circular Packaging Platform and the reo Packaging Return System, both currently in a 12-month Phase 1 pilot launched in autumn 2025 and running through October 2026 across the Greater Munich area. Participating brand partners Lavera, Sante Naturkosmetik, Kneipp, and Logona distribute products through their existing retail and e-commerce channels; consumers purchase products normally and return empty packaging at Pfandautomaten in select Kaufland and VollCorner Bio stores to receive a 0.29 EUR cashback. In the current pilot, packaging is collected and analyzed for condition and recyclability; Phase 2, planned from 2027, will route packaging through professional cleaning and microbiological quality testing for actual reuse.

The business model is a B2B2C platform with no fees currently charged. Forward revenue streams disclosed in source materials consist of recurring platform fees from brand partners for access to circular infrastructure and analytics, and managed-service fees for collection, cleaning coordination, and laboratory quality testing. The company is headquartered in Heilbronn (co-located at Campus Founders) with operational support in Munich, and is supported institutionally by BNW, Fraunhofer IBP, and the Ellen McArthur Foundation. Founding financing came from Companisto, startup bw, and L-Bank; no institutional venture rounds or revenue figures are disclosed.

Name

reo

Legal name

reo GmbH

Website

https://wearereo.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

reo GmbH operates a brand-agnostic digital platform that enables circular packaging reuse for cosmetics by routing empty packaging through existing beverage deposit return machines at retail, currently piloting in Greater Munich with brand partners Lavera, Sante, Kneipp, and Logona and retail partners Kaufland and VollCorner Bio.

Ownership category

akta.pro rank

Product category

Circular Packaging Platform

NAICS

Packaging and Labeling Services (561910)

SIC

Wholesale-Miscellaneous Nondurable Goods (5190)

akta.pro industry

PRIMARYEUAIANAE

Reusable Packaging & Refill Systems (Returnable Transport Items, Deposit/DRS Ops)

Energy, Utilities & Environment/Environmental Services (Waste Management, Recycling & Remediation)/Resource Recovery & Circular Economy Services (Reuse, Take-back, Refurbishment)

SECONDARYIMALAJAM

Sustainable Cosmetic Packaging (Refillable, PCR, Mono-material, Reusable)

Industrials, Manufacturing & Construction/Packaging & Containers/Cosmetic & Personal Care Packaging

SECONDARYIMALAMAF

Packaging Recovery & Closed-Loop Programs (Take-Back, Deposit-Return, EPR Support)

Industrials, Manufacturing & Construction/Packaging & Containers/Sustainable Packaging Solutions

SECONDARYIMALAMAE

Reusable & Refill Packaging Systems (Returnable Packaging, Refill-at-Home/In-Store)

Industrials, Manufacturing & Construction/Packaging & Containers/Sustainable Packaging Solutions

Keywords

• Circular packaging platform
• Cosmetics packaging reuse
• Deposit return infrastructure
• Packaging circularity software
• Sustainable beauty packaging

Headquarters

HQ city

Heilbronn

HQ country

Germany

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain

Revenue model

1. Platform fees from brand partners: In future phases (post-pilot), reo plans to generate revenue by charging cosmetics brands a platform fee for access to the circular packaging infrastructure, data analytics on return rates and packaging conditions, and logistics services for collection and cleaning.
2. Logistics and cleaning services: reo collects returned packaging and coordinates with professional cleaning service partners and certified laboratories for microbiological quality testing before returning packaging to manufacturers for reuse. Revenue may be generated from these coordination and logistics services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

reo operates a brand-agnostic digital circular packaging platform that connects cosmetics brands, retailers, and end consumers to enable multi-use packaging flows. Consumers return empty participating beauty packaging at existing beverage deposit return machines (Pfandautomaten) at Kaufland and VollCorner Bio and receive 0.29 EUR cashback, while brands receive transparent data on return rates and packaging condition to inform future reuse.

Product overview

reo operates as a digital circular packaging platform for the beauty and cosmetics industry. The core offering consists of the reo Digital Circular Packaging Platform, which connects cosmetics brands (Lavera, Sante Naturkosmetik, Kneipp, Logona), retailers (Kaufland, VollCorner Bio), and consumers through existing deposit return infrastructure. Consumers purchase participating products, return empty packaging at deposit machines, and receive €0.29 cashback. The digital platform tracks returns and provides data insights to brand partners. In the current pilot phase (Phase 1, 2025–2026), packaging is collected and analyzed for recyclability; Phase 2 (planned from 2027) will enable actual reuse through professional cleaning and quality testing.

Differentiator

Problem solved

Functional benefit

Products and services

• reo Digital Circular Packaging Platform A digital platform that connects cosmetics brands, retailers, and end consumers to enable circular, multi-use packaging for the beauty industry. The platform digitizes packaging return streams, tracks returns through existing Pfandautomaten infrastructure, and provides participating brands with transparent data on return rates and packaging condition. Sold to brand and retail partners.
• reo Packaging Return Pilot (Munich) A live pilot return system in the Greater Munich area allowing consumers to deposit empty cosmetics packaging at beverage deposit machines of retail partners Kaufland and VollCorner Bio and receive 0.29 EUR cashback per returned package via the deposit slip. Currently in Phase 1 (data collection and analysis), planned to evolve into a full multi-use circular system in Phase 2 from 2027.

Quantifiable outcome

• 12-month pilot in Greater Munich collecting data on return behavior and packaging condition
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• KauflandcoreChannel Partner/ Reseller/ DistributorKaufland is reo's primary retail partner for the packaging return pilot. Selected Kaufland stores in Greater Munich have their beverage deposit machines (Getränkepfandautomaten) enabled to accept empty cosmetics packaging from participating brands. Consumers return packaging at these machines and receive 0.29 EUR cashback.
• VollCorner BiocoreChannel Partner/ Reseller/ DistributorVollCorner Bio supermarket chain is reo's retail partner for the packaging return pilot in the Greater Munich area. Select VollCorner Bio stores have Pfandautomaten enabled for cosmetics packaging returns. Some packaging types are currently only compatible with VollCorner Pfandautomaten due to differences in machine software.
• LaveracoreStrategic or Co-development PartnerLavera is a founding brand partner in reo's circular packaging pilot. Lavera contributes its packaging to the return program, enabling consumers to return Lavera cosmetics packaging at reo's partner retail locations. The return data helps Lavera understand packaging reuse potential.
• KneippcoreStrategic or Co-development PartnerKneipp is a brand partner in reo's circular packaging pilot, contributing selected products to the return program and gaining insights into packaging return behavior and condition for future reuse planning.
• Sante NaturkosmetikcoreStrategic or Co-development PartnerSante Naturkosmetik is a brand partner in reo's circular packaging pilot, participating with selected products in the Munich return program.
• LogonacoreStrategic or Co-development PartnerLogona is a brand partner in reo's circular packaging pilot, participating with selected products in the Munich return program.
• BNW Bundesverband Nachhaltige WirtschaftsupportingOthersBNW (Bundesverband Nachhaltige Wirtschaft) is a German association for sustainable business. reo is supported by BNW, which is listed on the homepage under 'Unterstützt durch'.
• Campus FounderssupportingOthersCampus Founders is a startup accelerator based in Heilbronn, Germany. reo is co-located at the Campus Founders campus and benefits from their startup support programs. Listed under 'Unterstützt durch'.
• Fraunhofer IBPsupportingStrategic or Co-development PartnerFraunhofer Institute for Building Physics (IBP) provides scientific support for reo's packaging testing and analysis. Fraunhofer IBP conducts lifecycle assessment and sustainability analysis, helping reo understand the environmental impact of its circular packaging approach.
• Ellen McArthur FoundationsupportingOthersreo is supported by and affiliated with the Ellen McArthur Foundation, a leading circular economy organization. reo is listed among the foundation's network members and benefits from the association's circular economy expertise and credibility.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Everdrop: Everdrop sells eco-friendly cleaning concentrates with refill packaging systems for the German market. Overlaps with reo on sustainable packaging and refill consumer behavior, though focused on a narrower product category.
• Recirc: Recirc builds technology for circular packaging and reusable container systems, serving consumer goods brands and retailers. Directly comparable infrastructure layer to reo's platform play, with a broader product scope.

Direct peers

• Loop (TerraCycle): Loop operates a global circular packaging platform that lets consumers return durable, refillable containers through major retailers — the closest direct comparable to reo's brand-agnostic deposit-return model for consumer packaged goods.
• Repaq: Repaq is a Germany-based B2B platform enabling reusable and refillable packaging across retail and consumer goods brands — a direct peer focused on packaging-as-a-service in the German market.
• Algramo: Algramo provides refill-at-home and refill-in-store packaging systems for consumer products including personal care, using reusable containers returned through retail. Comparable to reo in target category and refill-loop structure.
• BOB-Systems: BOB-Systems operates automated refill machines in retail for cleaning and personal care products in Germany, enabling in-store reuse. Highly comparable to reo's in-store deposit-return approach, though focused on dispensing rather than returns.

Regional players

• Original Unverpackt: Original Unverpackt is a Berlin-based zero-waste retail concept selling package-free goods. Comparable in the German sustainability-retail space and reuse consumer behavior, but operates a different distribution model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/18sJSBkkAG
• LinkedInlinkedin.com/company/we-are-reo
• Instagraminstagram.com/reo.reuse
• TikToktiktok.com/@reo.reuse

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about reo