transforming packaging for circularity
Project: Recyclability assessment and implementation of improvements to comply with PPWR
Client: North American cosmetic brand
Partner: Circular Compliance
Location: United States
Year: 2023 - ongoing
Keywords: Recyclability, compliance, PPWR, circular models
Why?
Environmental regulations in the packaging sector are evolving rapidly, especially in the European Union. The upcoming Packaging and Packaging Waste Regulation (#PPWR) is reshaping the way brands design and manage their packaging, with stricter recyclability targets and increased responsibility for compliance. At the same time, large retailers and distributors are setting their own sustainability benchmarks, pushing brands to meet even more ambitious criteria.
In this context, companies entering or growing in the European market are facing both challenges and opportunities to future-proof their packaging strategies.
What?
In 2023, we supported a North American cosmetics brand in assessing their packaging portfolio to align with the upcoming PPWR regulation. The goal was to improve the recyclability and compliance of both their wet-goods and hard-goods packaging, while preserving the brand's aesthetics and functional requirements.
Working together with Circular Compliance, we provided a tailored diagnosis and proposed technical alternatives for each packaging typology, taking into account both design guidelines and the specific expectations of their European buyers.
We conducted a detailed analysis of the materials, formats, and labeling practices across the brand’s product lines.
HOW?
Based on the assessment, we recommended actionable improvements—from material substitutions to design-for-recycling adaptations—always balancing technical feasibility, brand consistency, and regulatory compliance.
This collaboration allowed us to bridge regulatory knowledge with design and engineering expertise, ensuring the brand is not only compliant but also better positioned for long-term circularity.
The implementation of these improvements is currently underway—stay tuned to discover the next steps.
