Founded in 1942 as a modest mirror factory, the company in Santa Catarina manufactures building materials such as baseboards and coverings from expanded polystyrene (EPS or Styrofoam) and polyurethane (PU) plastic waste. Since the early 2000s, almost 50 million kg of waste has been recycled. The initiative required the development of logistics and manufacturing solutions, as EPS, for example, is an extremely lightweight and bulky material, which diminishes and hinders the interest for its reuse. Many people do not even recognize it as 100% recyclable plastic. Santa Luzia has established partnerships with more than 130 companies to receive leftovers, shavings and residues from all over Brazil. In addition, it has developed machinery to remove air from these plastics, compacting them to facilitate its transportation and use at the factories in Braco do Norte and Joinville. The company today manufactures premium and sustainable decorative profiles such as baseboards, chair rails, crowns, casings and coverings that do not mold, rot and are not attacked by pests such as termites. At the end of their shelf life, they can return to the factory as raw material for new products. The innovative approach brought the company to the center of global circular economy discussions, today, as a member of the Ellen MacArthur Foundation and its CE100 network. Breaking the linearity of the relations of production and consumption, ongoing since the eighteenth century with the beginning of the Industrial Revolution, is fundamental for not only meeting the SDG goals, but ensuring a prosperous and viable future beyond 2030.