2025 marks a turning point for packaging in Europe. By 2030, every pack on the market must be recyclable in practice and at scale. The new Packaging and Packaging Waste Regulation (PPWR) sets strict targets for recyclability, reuse, and reporting. For beauty and fragrance brands, this means that packaging strategies can no longer focus only on aesthetics or short-term innovation.
Decisions on materials and structures made today will determine compliance in the years ahead. Anticipating these changes is essential to protect both brand reputation and market access. At Pujolasos Group, regulatory foresight is built into our design process. Our teams align every new development with upcoming directives, ensuring that luxury packaging remains both compliant and future-ready.
Regulation should no longer be seen as a constraint. It’s becoming one of the most powerful drivers of innovation in packaging.