Starting in 2026, cosmetic packaging in the European Union enters a new phase. With the application of the European Packaging and Packaging Waste Regulation (PPWR), all skincare, dermocosmetic, and, in general, beauty ecosystem brands operating in the European market will have to adapt to a new regulatory scenario. Packaging, definitively, ceases to be a primarily aesthetic or marketing element to become a strategic and regulated factor within product development.
What does the new European framework establish?
The regulation introduces structural changes that directly affect the design, material selection, and communication of packaging:
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Mandatory reduction of unnecessary packaging and over-packaging.
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Use of recyclable, reusable, or refillable materials.
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Implementation of harmonized recycling labeling across the European Union.
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Strengthening of verification criteria for environmental claims.
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Specific measures against greenwashing.
This implementation of the regulation particularly impacts the cosmetics sector, where packaging fulfills critical functions that go beyond visual communication:
- Protection of sensitive formulas and assets
- Guarantee of stability, safety, and shelf life
- Direct influence on production costs and final price
Therefore, packaging decisions must balance regulatory compliance, technical feasibility, and brand positioning.
Starting in 2026, packaging will no longer be evaluated solely on design or storytelling, but will also be analyzed for its environmental impact, traceability, and regulatory compliance