In the beauty industry, packaging is part of the product experience. It protects sensitive formulations, creates shelf appeal and communicates brand values. But with the upcoming EU Packaging and Packaging Waste Regulation (PPWR), packaging is also becoming a regulatory and strategic priority.
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Beauty brands face a unique challenge. Their packaging portfolios are often complex and design-led, combining plastics, glass, paper, coatings, pumps and labels across multiple layers. Under PPWR, these design choices suddenly matter far beyond aesthetics.
From 2030, only recyclable packaging may be placed on the EU market. But action is required much earlier:
Many beauty companies still manage packaging information in PDFs, spreadsheets or supplier folders. That makes it difficult to answer simple but essential questions: Which packaging is PPWR-ready? Where are the biggest risks? And what needs to be changed first?
Digital packaging management solutions like Packa create the transparency needed across the entire packaging portfolio. With structured, centrally available data, beauty brands can make the right decisions today - identify risks early, plan transitions efficiently, and align their packaging strategy with PPWR requirements.
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