The Future of Packaging Is Now: How The Today Project Anticipates Regulation on Sustainable Packaging

As the cosmetics industry enters a new era of environmental accountability, the European Packaging and Packaging Waste Regulation (PPWR – EU 2025/40) sets a clear and ambitious roadmap for reducing packaging waste and promoting circular design. At The Today Project, we are proud to say: we’ve already moved ahead.

Key Dates & Scope

The regulation entered into force on February 11, 2025, and will be directly applicable across the EU from August 12, 2026. It affects all packaging types—primary, secondary, and tertiary—across all sectors, including cosmetics and hospitality.

What the Regulation Requires                                                          

  • Compared to 2018 levels, packaging waste per capita must be reduced by:

    • 5% by 2030

    • 10% by 2035

    • 15% by 2040

  • Brands must now:

    • Optimize packaging size and weight

    • Eliminate superfluous or layered packaging

    • Avoid multi-material combinations that hinder recycling

    Future delegated acts will define:

    • Standardized environmental labels (QR codes + symbols)

    • Technical parameters for recyclability

  • By 2030, all packaging must be recyclable in a technically and economically feasible way. Specific thresholds for recycled content will apply, including:

    • 30% recycled PET in bottles (by Jan 1, 2030)

    • 10–35% recycled plastic in other formats, depending on type

  • Especially relevant for hospitality, the regulation mandates:

    • Refillable solutions in hotels, spas, and restaurants

    • Reusable packaging targets (40% in transport packaging)

    • Ban on single-use miniatures (gels, shampoos, lotions, etc.)

  • From 2028, all packaging must include:

    • A recyclability symbol

    • QR code with composition and disposal info

    • Labels for deposit-return schemes (SDDR) where applicable

  • Brands will be accountable for:

    • Funding waste collection and recycling

    • Annual reporting and audits

    • Supply chain traceability

    • Market surveillance and penalties for non-compliance

Wood and Corck cap
Responsibly sourced wood
Natural cork interior
100% plastic-free

Glass Bottle
Refillable and reusable
Reduces environmental impact

Cradle to Cradle
Designed for circularity
All components recyclable or reusable

How The Today Project Is Already Aligned                                

At The Today Project, we didn’t wait for regulation to act. Our packaging philosophy was built from the start to prevent waste—not just manage it. Here's how we’ve anticipated the PPWR:

  • 100% recyclable and mono-material packaging wherever possible

  • Refillable systems across personal care and hospitality lines.

  • No single-use miniatures — replaced by refillable, circular formats

  • Minimal packaging weight and no excessive layers or lamination

  • Transparent labelling, ready for digital QR-linked disclosures

  • Recycled content integrated into our packaging strategy

  • ✅ Participation in pilot recycling streams and carbon footprint audits

  • ✅ Compliance-ready for Extended Producer Responsibility frameworks

From Compliance to Conscious Innovation                                  

PPWR marks a necessary and transformative shift: from managing waste to designing it out of the system. In cosmetics, this means:

  • Redesigning primary and secondary packaging

  • Choosing recycled and recyclable materials

  • Eliminating monodose formats

  • Implementing refillables

  • Labelling with full transparency

  • Accepting deeper responsibility, beyond the product

At The Today Project, we're proud to lead with intention, not obligation. For us, regulation is not a limit—it’s a baseline we’ve already surpassed.                          

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