Cosmetic formulations are evolving quickly, but the European regulatory framework is accelerating even more. As of August 12, 2026, the Packaging Regulation (PPWR) imposes strict criteria on refillable packaging, and Directive 2024/825 against greenwashing comes into effect on September 27, 2026. These two texts are reshaping skincare and makeup practices far beyond marketing. Understanding their implications allows for truly sustainable product choices, not just those labeled as such.
Environmental Claims in Cosmetics: What Changes in Practice
The terms “eco-friendly,” “green,” “sustainable,” or “biodegradable” applied to a skincare or makeup product without documented proof will be prohibited in the European Union starting September 27, 2026. Directive 2024/825 specifically targets these generic terms that have saturated the beauty aisle for years.
We are already observing a preemptive effect: brands are reformulating their packaging and removing vague claims from their product sheets. An environmental label must be based on a recognized certification system, which eliminates self-declarations without third-party audits.
A technical point often overlooked: the directive also prohibits presenting the performance of a single ingredient or packaging as the overall environmental performance of the product. A recyclable bottle is no longer sufficient to qualify a cream as “sustainable.” The teams that select and reference products on the beauty page of Mode For You are gradually integrating these transparency criteria into their evaluation grid.
Reading a Cosmetic Label After September 2026
Check for the presence of an identifiable certifying body (name, logo, accreditation number). If the packaging states “natural” without reference to a specific specification, the product likely does not comply with the new regulations.
Environmental benefits must be linked to the relevant element. A formula stating “biodegradable surfactants” is acceptable if it targets the surfactants, not the entire product. Regulated greenwashing requires distinguishing the ingredient from the finished product.
Refillable Packaging: Regulatory Criteria of the PPWR for Skincare
The European regulation PPWR, applicable since August 12, 2026, does not merely encourage refillable options. It legally defines them. For a cosmetic packaging to be classified as reusable, it must meet several simultaneous conditions.
- Withstand multiple rotations without compromising health safety or the integrity of the container
- Allow for complete emptying and refilling without the risk of cross-contamination, with hygiene precautions clearly communicated to the consumer
- Explicitly indicate the containers compatible with the refill offered by the brand
- Remain recyclable at the end of its life, even after several cycles of use
This framework transforms refillability from a marketing argument into a documented compliance obligation. Brands must specify compatible containers and hygiene precautions on the packaging or in the instructions.
Impact on Your Daily Beauty Routine
In practice, we recommend checking that the refill system offered by your usual brand meets these criteria before investing in a reusable bottle. A container labeled “refillable” that does not guarantee sanitary compatibility with its refill is not compliant with the PPWR.
Skincare products in pump format (serums, moisturizers) are the first affected, as the air-product contact during filling raises preservation questions. Anhydrous formulas (solid balms, oils) adapt more easily to refillable options.
Hair Actives and Hair Loss: An Expanding Beauty-Health Segment
Hair loss is no longer confined to male treatments in pharmacies. This topic is expanding towards an integrated beauty-health approach, driven by topical actives from dermatological research and a growing demand among women.
Formulations now target the scalp microbiome, not just keratin or hair density. Hair care products incorporate peptides, topical probiotics, and anti-inflammatory agents that work on the follicle environment rather than on the hair itself.
Criteria for Selecting an Effective Anti-Hair Loss Treatment
A serious product mentions its actives with their concentration or at least their rank in the INCI list. Claims like “strengthens hair” without specifying the active or mechanism fall under marketing, not functional cosmetics.
Favor treatments that dissociate the action on the scalp (environment, inflammation, sebum) from the action on the fiber (coating, shine). These are two distinct issues that require different formulations. A scalp serum does not replace a hair mask, and vice versa.
Makeup and Sustainability of Cosmetics: Balancing Texture and Clean Formulation
The “clean beauty” trend has popularized lists of excluded ingredients, but reformulating a foundation or lipstick without certain emollients or preservatives profoundly alters the texture, wear, and pigment payoff.
We find that makeup bases formulated without volatile silicones often lose glide upon application. Plant-based alternatives (squalane, fatty acid esters) offer a different, richer feel that suits dry skin but may pose issues for combination to oily skin.
- Check the compatibility of the base with your skin type before choosing a “clean” formula by default
- A sustainable makeup in the regulatory sense (PPWR compliant packaging, claims compliant with Directive 2024/825) is not necessarily “natural” in composition
- Mineral pigments (iron oxides, titanium dioxide) remain among the most stable and well-tolerated, regardless of the brand’s marketing positioning
Sustainability of packaging and naturalness of the formula are two independent axes. A product can excel in one without ticking the other, and this is a trade-off that each consumer must make based on their priorities: ease of use, environmental impact of the packaging, or the shortest possible composition.
The beauty market is entering a phase where European regulation imposes unprecedented documentary rigor. Skincare, hydration, and makeup habits are not being disrupted, but the criteria for choice are shifting: from marketing promises to technical proof. This is likely the most structuring trend for the coming years.
