Kao USA is the newest beauty and personal care brand owner to join the How2Recycle label program. The brand will be using the label on a variety of products to help consumers recycle more of its products and to help answer questions about what may not be recyclable.

“Improving recycling rates of packaging is important to Kao and our brands, but we know recycling takes effort,” said Simon Grant, project management at Kao, in a statement. “Kao is eager to making recycling simpler for our consumers.”

How2Recycle was created by the Sustainable Packaging Coalition to prevent valuable recyclables from reaching landfills, as well as reduce confusion by creating a clear, well-understood and nationally harmonized label that enables companies to convey to consumers how to recycle a package. The goal is to provide a labeling system that follows Federal Trade Commission Green Guides and increases the availability and quality of recycled material.

“Because most people don’t have a recycling bin in their restroom, many bathroom products can easily miss their opportunity to be recycled,” said Caroline Cox, project associate at How2Recycle, in a statement. “We are thrilled to welcome Kao as the newest member to How2Recycle and empower their customers to recycle more, and better.”