The new packaging regulation establishes obligations regarding recyclability, packaging reduction, and minimum recycled content, with implementation deadlines extending until 2040.
Regulation (EU) 2025/40 (PPWR) aims to foster the transition to a competitive, circular economy for packaging and related waste.
The PPWR, which entered into force in February 2025, aims to reduce the use of raw materials, make the recycling of all packaging in the EU market economically viable by 2030, safely incorporate recycled plastic into packaging. And put the packaging sector on a path to climate neutrality by 2050.
The new packaging regulation covers the entire packaging lifecycle and seeks to further harmonize manufacturing, recycling, and reuse measures.
The new packaging regulation covers the entire packaging lifecycle and seeks to further harmonize manufacturing, recycling, and reuse measures.
The EU expects the measures adopted to significantly reduce greenhouse gas emissions, water consumption, and the negative impacts of packaging and its waste on the environment and the health of its citizens.
What does the new packaging regulation contain?
The EU created this regulation to contribute to the creation of a circular economy. This means they seek to reduce waste and optimize the use of resources. By 2030, the EU aims for at least 50% of packaging waste to be recycled. It also aims for 30% of plastic packaging materials to be made from recycled materials.
These goals not only aim to protect the environment but also to incentivize EU citizens to purchase and use products more sustainably.
How does the regulation affect the PVC bag industry?
PVC bag manufacturers must now change the way they manufacture their products. Traditional PVC bag manufacturing methods may not comply with the new recycling standards and the materials that can be used.
For example, some chemicals previously frequently used in PVC bags may no longer be permitted because they make them difficult to recycle.
How will the PPWR affect businesses?
Companies will have to:
- Adapt their packaging, products, and logistics flows to implement reuse systems. Especially in the case of takeaway food and beverages, end-user retailers will be required to offer consumers the option of bringing their own containers, as well as establish separate collection channels for plastic bottles and metal beverage containers.
- Increase the proportion of recycled content in their plastic packaging.
- Decide on reduction levers for their packaging by eliminating all unnecessary packaging units, reducing the void-space ratio or packaging thickness, implementing refilling options, etc.
How can waste be reduced in the beauty industry?
Manufacturers can focus on replacing plastic packaging with reusable alternatives. Consumers can shop for brands committed to sustainability and ensure they are committed to refill programs.
Supporting makeup brands that are working toward a zero-waste future, offering recycling programs, refill initiatives, and promoting the use of natural ingredients is a way to contribute to change.
Additionally, several biodegradable alternatives to plastic packaging have emerged in the beauty market, such as packaging made from bamboo, seaweed, and beeswax.
Alternatively, more and more brands are switching to glass bottles or exploring refilling practices to reduce unnecessary waste.
These alternatives to plastic can help brands move toward a more sustainable future. Other changes the cosmetics industry can improve to adapt to the new regulation include:
- Explore packaging alternatives: Implement glass or biodegradable containers to reduce your plastic footprint.
- Adopt a refillable product model: Offer refillable products to eliminate unnecessary waste and foster a loyal customer base.
- Consider plastic offset initiatives: Work with shoppers to support communities around the world by removing plastic from our oceans.
- Offer supersize options: Incentivize shoppers to buy in bulk rather than having to purchase multiple packs.
- Re-evaluate the lifecycle of unsold or damaged stock: Find value in products that might otherwise be unnecessarily discarded.
- Eliminate excess packaging: Eliminate unnecessary plastic boxes and packaging that only benefit aesthetics.
While these goals and obligations are important enablers of packaging circularity, they can entail fundamental transformations for businesses.
To facilitate the transition to a more circular economy, prevention and ecodesign plans can be an effective and methodological way to establish and achieve an ambitious circular strategy that not only complies with packaging regulations but also goes beyond them.
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