On 12 August 2026, the key provisions of Regulation (EU) 2025/40 on Packaging and Packaging Waste (PPWR) will start to apply. This marks one of the most significant regulatory changes for the cosmetics industry in recent years.
While PPWR is often associated with recycling targets and the circular economy, its impact goes much further. The regulation introduces new requirements for the design, documentation and placing of packaging on the EU market. For cosmetic brand owners, this means greater responsibility for demonstrating packaging compliance and an even stronger need to work with experienced contract manufacturing partners.
What is PPWR?
The Packaging and Packaging Waste Regulation (PPWR) replaces the previous Packaging and Packaging Waste Directive. Unlike a directive, a regulation applies directly across all EU Member States, creating a harmonised legal framework for packaging placed on the European market.
Its primary objectives are to reduce packaging waste, improve recyclability, increase the use of recycled materials and support the transition towards a circular economy.
What changes from 12 August 2026?
From the date the Regulation starts to apply, economic operators responsible under PPWR will need to demonstrate that packaging complies with the applicable requirements through conformity assessment procedures and technical documentation.
In practice, this means collecting and maintaining information such as:
- packaging material specifications,
- technical data relating to the packaging,
- documentation and information provided by suppliers,
- records required to prepare technical documentation demonstrating compliance with PPWR requirements.
For many companies, this will require a more structured approach to supplier cooperation and packaging documentation management.
Why does this matter for cosmetic brands?
Launching a cosmetic product today involves much more than developing a high-quality formulation and attractive packaging design. Regulatory compliance has become an essential part of the product development process.
Addressing packaging compliance from the earliest stages of a project helps reduce delays, avoid last-minute design changes and ensure that the necessary documentation is available before the product is placed on the market.
Choosing a contract manufacturing partner that understands these requirements can therefore become a significant competitive advantage.
How has MG Evolution prepared for PPWR?
At MG Evolution, we began preparing for PPWR well ahead of its application date.
As part of this process, we have:
- implemented standards for collecting and verifying packaging documentation,
- streamlined cooperation with packaging suppliers,
- integrated PPWR requirements into our product development process,
- supported clients in selecting packaging solutions that take current and upcoming regulatory requirements into account.
As a result, our clients benefit from a more efficient product development process, easier access to the required documentation and greater confidence throughout the implementation of their projects.
PPWR is more than a regulatory obligation
Although the new Regulation introduces additional responsibilities, it also provides an opportunity to improve internal processes related to packaging development, supplier communication and documentation management.
Companies that prepare early and establish robust compliance processes will be better positioned to bring products to market efficiently while reducing regulatory risks.
MG Evolution – Your Trusted Partner
At MG Evolution, we support our clients throughout every stage of product development—from concept and packaging selection to manufacturing and the preparation of the necessary documentation.
By integrating PPWR requirements into our processes today, we help our partners confidently prepare for tomorrow’s regulatory landscape.
