In 2026, “eco-packaging” stops being an add-on to brand strategy and becomes a hard requirement across design, procurement, and communication. The reason is simple: consumer expectations are rising, pressure to reduce plastic is accelerating, and above all, a new EU regulatory architecture for packaging is coming into force, which in practice compels the redesign of many formats, especially those that are multi-material, difficult to recycle, and oversized.
The key date is August 12, 2026, when the PPWR provisions begin to apply generally across the EU.
Below, we present an overview of the most important changes and trends in cosmetic packaging in 2026, based on data, industry reports, and regulatory sources.
Why 2026 is a turning point: regulations are forcing packaging to be designed for the circular economy.
The biggest change is the PPWR (Packaging and Packaging Waste Regulation) a regulation that harmonizes packaging rules across the EU and tightens requirements relating to, among other things, design, waste reduction, and, in later stages, recycled content and reusable solutions. The regulation entered into force in February 2025, and its general date of application is August 12, 2026, 18 months later.
For the cosmetics sector, this means in practice, among other things:
- greater pressure to minimize packaging weight and volume and to reduce “packaging air,” meaning empty space and design features that create the illusion of greater product volume;
- growing importance of design for recycling, including easy separation of components, avoidance of difficult composite materials, and compatibility with existing recycling streams;
- increasing regulatory and reputational risk where “eco” claims are made without evidence, as actions against greenwashing are intensifying in parallel and discussions continue at EU level on the future direction of green claims legislation.
The PPWR (Packaging and Packaging Waste Regulation) introduces significant changes for all types of packaging in the EU, including cardboard packaging used in cosmetics, e-commerce, and FMCG. Although cardboard is a material relatively well aligned with the circular economy, the new regulations significantly affect the way packaging is designed, how materials are selected, and how structures are engineered.
Below are the key issues from the perspective of the design and production of cardboard packaging.
Key PPWR changes for cardboard packaging.
1. Mandatory packaging design for recyclability
One of the most important principles of the PPWR is Design for Recycling. This means that packaging must be designed in such a way that it can be effectively processed within existing recycling systems.
In the case of cardboard packaging, this primarily means:
- limiting composite materials,
- avoiding plastic laminates that are difficult to separate,
- reducing metallization, such as metallic foils,
- limiting varnishes and coatings that hinder paper fiber recovery.
In practice, this means moving away from some popular premium solutions, such as:
- cartons laminated with PET,
- full metallic foil covering the entire surface,
- multilayer paper–plastic structures.
2. Packaging recyclability classification
The PPWR introduces a mandatory packaging recyclability classification system.
Ultimately, packaging will be assessed according to classes (for example A, B, C), depending on its actual ability to be recycled within European waste management systems.
From 2030 onward, packaging that does not meet the minimum recyclability requirements will no longer be allowed on the EU market.
For cardboard packaging, this means the need to:
- use mono-material solutions (paper + paper),
- limit plastic components,
- design structures that allow easy separation of components.
3. Reduction of excessive packaging
The PPWR introduces the principle of packaging minimization.
Manufacturers will have to demonstrate that:
- the packaging does not contain unnecessary empty space,
- the packaging’s volume and weight have been optimized.
For cardboard packaging, this means:
- reducing empty space inside boxes,
- eliminating unnecessary inlays and inserts,
- optimizing the structure for the specific product.
In particular, the regulation targets certain premium packaging formats in which large boxes are used mainly to create a perception of luxury.
4. Restrictions on so-called “false bottoms” and misleading constructions
The new regulations are also intended to limit design practices involving:
- the use of double walls,
- hidden empty spaces,
- artificially enlarging the packaging.
Such solutions may be considered misleading.
5. The obligation to increase the share of recycled materials
The PPWR introduces minimum recycled content levels mainly for plastics, but the regulation also indirectly affects the paper sector.
For cardboard packaging, this means growing pressure to use:
- cardboard made from recycled fibers,
- certified raw materials (FSC, PEFC),
- materials with a lower carbon footprint.
At the same time, in the cosmetics segment, a challenge remains in relation to aesthetic requirements. Many brands still prefer cartons made from virgin fibers because of their surface quality.
6. Packaging labeling requirements
The PPWR also introduces new requirements regarding consumer information.
Packaging will have to include clear markings concerning:
- the packaging material,
- how it should be sorted,
- any applicable reuse systems.
For packaging designers, this means the need to allow space for additional labeling.
7. Changes in e-commerce packaging
The regulation applies in particular to transport packaging, including shipping cartons.
Requirements have been introduced to limit:
- excessive empty space in parcels,
- the use of additional void-fill materials,
- unnecessary double packaging.
For e-commerce companies, this means the need to design more precisely fitted packaging.
Why does cardboard have an advantage in the context of the PPWR?
Why does cardboard have an advantage in the context of the PPWR?
Despite the new requirements, paper and cardboard packaging are among the materials best prepared to meet the PPWR requirements.
This results from several factors:
- a high paper recycling rate in the EU (around 80–85%),
- well-developed processing infrastructure,
- the possibility of designing mono-material packaging,
- a relatively low carbon footprint.
That is why many brands are already replacing plastic packaging with cardboard-based structures.
In 2026, packaging will be assessed across three parallel dimensions:
- credible communication – whether the claims are specific, provable, and resilient against accusations of greenwashing.
- regulatory compliance and risk- whether the design is likely to meet PPWR requirements from August 2026 and in the subsequent stages after that date;
- real circularity -whether the packaging can actually be collected, separated, and processed;
Material minimalism and mono-material packaging
Many brands are reducing the number of materials used in packaging in order to make recycling easier.
One example is Sephora Collection, which has introduced packaging made partly from recycled materials and cartons made from FSC-certified paper for selected products.
A minimalist approach to packaging fewer materials, simpler structures, and a reduced number of components is one of the key trends in packaging design.
Wnioski
The year 2026 sets a new standard in cosmetic packaging design: what will matter is not only aesthetics, but above all regulatory compliance, real recyclability, and honest environmental communication. The PPWR means that brands must think about packaging across its entire life cycle from material selection and structural design to sorting and recovery. For the cosmetics industry, this marks a shift away from seemingly “eco” solutions toward packaging that is genuinely aligned with the circular economy. In practice, the brands that will come out ahead are those that simplify structures now, eliminate unnecessary elements, and treat packaging as part of a responsible development strategy rather than merely a branding vehicle.