The EU’s Packaging and Packaging Waste Regulation (PPWR) has now entered into force, with mandatory compliance required by mid-2026. Replacing Directive 94/62/EC, the new regulation applies across all 27 EU member states and leaves no room for national interpretation or delay.

Why it matters for beauty brands:
Cosmetics and personal care packaging often relies on formats that are now considered high-risk under PPWR — including laminated cartons, foil embellishments, sachets, and non-refillable pumps. These components may no longer meet recyclability, traceability, or reuse standards under the new rules.

From 2026, brands must demonstrate compliance through:

• Packaging designed for EU-approved recycling streams

• Minimum recycled content in plastics

• Digital labelling (e.g. QR codes) replacing vague sustainability claims

• A signed Declaration of Conformity (DoC) and full Technical Dossier for each SKU

Non-compliance could result in fines, product seizure, or forced withdrawal from the EU market.

Read the Full Breakdown

We’ve published a detailed guide outlining the PPWR’s implications for beauty, skincare, and wellness brands, including practical next steps and how gcrs group can help.

👉 Read the full blog here