What new packaging rules change for refill buyers

Regulation (EU) 2025/40 entered into force on 11 February 2025, and it began to apply directly in every Member State on 12 August 2026. The measure treats the case, jar and carton around a lipstick or pressed powder as a subject on its own, apart from the cosmetic formula held inside.

For people who keep a compact and buy only the insert, the pattern will look familiar. Prestige beauty refill sales in the United Kingdom increased 47 percent from January through end July 2022 and reached 34M pounds across those seven months, according to NPD UK Beauty. Sales recorded as Product Refill Only rose 79 percent over the same interval, the quickest increase inside that group.

Colour cosmetics showed the sharpest movement. From January to July 2022, sales of refillable makeup products were up 364 percent against the same months in the prior year. A little more than half of makeup refill sales came from lip colour, while bronzer and blush also made up large portions. Launches seen with a refillable option during 2022 included Good Fortune by Viktor and Rolf, D by Diesel and Prada Paradoxe. Emma Fishwick, Account Manager, NPD UK Beauty, said sales of refillable prestige beauty products have risen as consumers pay more attention to sustainability and their role in supporting it.

The broader category still belongs to skincare. The refillable cosmetic product market was valued at USD 5.50 Billion in 2025 and was forecast to arrive at USD 9.58 Billion by 2032, which implies 8.25 percent CAGR. Skincare represented 50.8 percent of value in 2025, estimated at USD 2.8 Billion. Makeup represented an estimated USD 1.6 Billion and 29.6 percent share. Europe produced USD 1,971.57 Million in 2025, around 35.9 percent of the worldwide market. Glass made up 45.3 percent share of refillable packaging material in 2025.

The timetable after entry into force is specific. By 1 January 2030, all packaging placed on the EU market has to satisfy recyclability criteria scored A to E, and packaging below Grade C is barred. Article 10 prohibits designs that enlarge apparent volume, and Commission FAQ uses a 50ml facial cream jar with double wall, false bottom or outer box as the worked example.

Further duties sit nearer the point of purchase. From 1 January 2030, Annex V prohibits single-use packaging for cosmetics supplied for an individual hotel booking. From 2030, large retailers have to endeavour to assign 10 percent of sales area to refill stations. By 2030, grouped, transport and e-commerce packaging has to stay within 50 percent empty space. Operators that offer refills have to tell consumers about acceptable container types, hygiene standards and safety rules. Each packaging unit requires its own Declaration of Conformity. The law places a general limit of 100mg/kg for lead, cadmium, mercury and hexavalent chromium in packaging materials.

Whether rapid early expansion lasted into 2026 is not yet known, because sales data stops in 2022. Sector analysis found refills typically cost 10 to 20 percent less than buying a new unit. Expansion was rapid but from a small base. Look for further Commission guidance on scope and labelling, and for how brands manage durable packs, reverse logistics and cleaning between fills.

Face Value will track which sticks, compacts and pots remain in service, and what the evidence says about keeping formulas stable in them.