Sustainable hospitality starts in the bathroom

Market leader insights: boosting innovation without greenwashing

Sustainability and innovation play an increasing role in delivering meaningful change - essential for hotels and their suppliers to remain competitive. But how can they adopt a consistent strategy, clearly committing to sustainable principles while avoiding the pitfalls of greenwashing? Lutz Hübner, CEO of ADA Cosmetics, shares the core principles behind the company's innovations and its role as a trusted partner for the hotel industry.

As a leading cosmetics company in the hotel industry, ADA Cosmetics is known for its straightforward and innovative approach to sustainability. Do you think sustainability and cost savings are sometimes seen as contradictory in the hotel industry?

"I think that is a misconception that we have since successfully overcome. And that mindset has been a key success factor for our customers and for us. When sustainability is properly implemented, it protects our planet and increases profitability. For example, investing in high-quality eco-friendly products helps minimise waste and the need for frequent replacement, resulting in long-term savings. Moreover, sustainable practices meet increasing consumer demand for environmentally conscious companies, strengthening brand loyalty and ultimately increasing revenues."

Can you share with us some of ADA Cosmetics' latest, innovative, sustainable products?

"We are excited to introduce a ground-breaking innovation that takes sustainability in the hotel industry to an even higher level: ADA Cosmetics Refillution. This state-of-the-art, automated refill system has a medical pump that guarantees maximum hygiene and refills a dispenser in seconds, significantly improving housekeeping efficiency. It is user-friendly and complies with all hygiene and sustainability regulations.

This advanced system addresses hotels' biggest challenges: reducing costs while embracing sustainable solutions. With ADA Cosmetics Refillution, hotels save up to 30% on cosmetics costs by eliminating single-use portions, which generate a lot of waste. This system reduces plastic waste by 95% compared to traditional packaging. We offer a solution that supports the environment and provides measurable benefits to our hotel partners.

Sustainability and addressing the inherent hygiene problems of existing pump dispensers were our driving force in developing the industry's first monomaterial hygiene pump. The pump has a patented disposal system and is 100% recyclable. The pump has been recognised by leading industry experts and won the 2024 Innovation Awards in France and Germany.

What sets the new dispenser apart is its complete recyclability, unlike other similar systems on the market. In addition, the new mono-material hygiene pump features a patented drainage system that eliminates the risk of contamination and bacterial accumulation in the dispenser, reducing the risk of disease - a fact scientifically proven by a Rhein-Waal Institute study. Nobody wants their guests to be at risk; that's why all our dispensers are hygienic and safe."

Which products and certifications can a hotel benefit from and still avoid the pitfalls of 'greenwashing'?

"Understanding the origin of products and manufacturing processes is essential to avoid falling into the 'greenwashing' trap when selecting products for a hotel. At ADA Cosmetics, we prioritise producing our hotel cosmetics locally or regionally in our factories. This minimises the carbon footprint, supports local economies and ensures strict quality control.

Certifications such as EcoVadis are key to distinguishing genuine sustainability efforts from greenwashing. EcoVadis evaluates various criteria, such as labour and human rights policies and transparent environmental practices. Our commitment to sustainability was recognised in 2024 when we received the EcoVadis Gold Medal, placing us among the top 5% companies globally rated for sustainability performance.

Moreover, certifications such as Cradle to Cradle rigorously check the entire supply chain to ensure sustainable practices. ADA Cosmetics is the only hotel cosmetics company in the world whose entire product range has been externally audited and is Cradle to Cradle Certified® Silver."  

Meet ADA Cosmetics at the Independent Hotel Show, RAI Amsterdam, stand F10.