The EU Packaging and Packaging Waste Regulation, known as PPWR, is introducing sweeping changes to how products can be packaged, sold, and disposed of across the European Union.
It covers everything from material choices and recyclability standards to how packaging is designed from the ground up.
What makes PPWR particularly significant is its reach. It doesn't matter whether your company is headquartered in Paris or New York, whether you're a heritage brand or a startup that launched two years ag: if your products land on European shelves, PPWR applies to you.
The beauty and personal care industry is one of the sectors feeling this most acutely. Packaging in this space has historically leaned, amongst other things, into complexity, layered materials, decorative finishes, and mixed components.
Much of which now faces serious scrutiny under the new rules. Brands will need to revisit not just what they're currently producing, but how they approach new product development going forward.
Getting to grips with PPWR isn't straightforward. The regulation is detailed, the timelines are tighter than many expect, and the practical implications vary depending on your product category and strategy.
To make it easier to navigate, we have a full presentation breaking down the main PPWR points to be aware, what the key deadlines look like, and what it means for real packaging decisions.
It's made for people working across packaging, sustainability, compliance, and product development who need a solid grounding without diving into the full legislative text.
The recorded presentation is now available to download. If Europe is part of your market, it's well worth an hour of your time.