In the present article, the authors start from the idea that, in Romania, the opportunities of the circular economy are directly related to environmental protection, the increase in competitiveness and the intake of the results of technological innovation and research. Within “the circle that closes”, the public policy within the field of discussion is analyzed based on five components: economic, social, educational, structural and legislative. The paper points to the way in which eco-innovation contributes to the development of companies’ competitiveness, to the increase of efficiency in using resources and to developing sustainable economic activities. We show that eco-innovation contributes to the enhancement of Romania’s growth potential, responding to pressing challenges: climate change, the decrease in resources, and biodiversity preservation.