Leading global manufacturer of white-label colour cosmetics presents styrene and ABS-free packaging aiming to help beauty brands exceed requirements years ahead of deadline.

The European Union’s proposed ban on certain single-use plastics means that all packaging on the EU market must be reusable or recyclable by 2030, forcing beauty brands to adapt their packaging portfolios as soon as possible. Schwan Cosmetics, a supplier to many of the world’s biggest beauty brands, aims to be proactive with the new launch of its patent-pending FLX-Technology. Described as a high-performance solution, it replaces traditional ABS (Acrylonitrile Butadiene Styrene, a common thermoplastic) and styrenics (a class of plastics derived from styrene monomer) with recyclable PET and PP. 

The material is designed for cosmetics pencils and offer beauty brands a drop-in solution that protects even volatile formulations without changing design, usability, or brand experience. The material is already available for several different pencil format products, including a Głowy Blush Stick, Boosting Peptide Liner, and Skin-Loving High Precision Brow Liner. Additionally, the solutions come without the premium price tags and performance trade-offs often encountered when manufacturers shift toward more sustainably minded packaging. It doesn’t requiring additional components like O-rings or seals, while maintaining the same wall thickness. This not only reduces overall material usage but also simplifies the recycling process, moving one step closer to mono-material design—an increasingly important benchmark in sustainable packaging. The new packaging is made from up to 92% recyclable materials and the remaining material share, such as polybutylene terephthalate (PBT), is used only where mechanical performance demands it, for example, in lead holders or sharpeners.

– With FLX Technology, we are proving that sustainable packaging does not require compromises; it offers the same reliability and premium experience brands and consumers expect, says Sandra Schäfer, Director Research & Development at Schwan Cosmetics. The look and feel of the packaging remains completely unchanged. There’s no need for modifications to format, geometry, or weight due to the shift in materials.

Since FLX replicates the look, feel, and dimensions of existing packaging components, brands can switch to styrene-free solutions without changing artwork, tooling, or filling lines.

– We’ve proven that sustainable packaging doesn’t have to come with a premium price tag anymore, says Corinna Zeidler, Director Brand Management. For us, performance, aesthetics, and cost-efficiency should always go hand in hand, whether we’re working with established luxury brands or rising indie players.

In addition, Schwan Cosmetics has been awarded an EcoVadis Platinum Medal, a recognition awarded to the top 1% of companies assessed in the 12 months prior to the medal’s issue date. The certification recognises the quality of the company’s sustainability management systems and demonstrates its commitment to promoting transparency throughout the entire value chain. Key evaluation areas include environment, labour and human rights, ethics, and sustainable procurement.

The new initiative addresses growing regulatory pressure from, for example, the European Union’s Single-Use Plastics Directive. As mentioned, this mandates that all packaging on the EU market must be reusable or recyclable by 2030, with binding targets for recycled content. These requirements have extended implications for global supply chains as companies exporting to the EU must comply with the new packaging design and recyclability standards. 

Also, Extended Producer Responsibility (EPR) frameworks create financial incentives for brands to transition away from hard-to-recycle materials, while major retailers implement sustainability requirements that effectively exclude styrene-based packaging. Industry experts warn that companies waiting until the 2030 deadline risk both compliance violations and supply chain disruptions as demand for recyclable materials is expected to outpace availability. Schwan Cosmetics presents a similar message.

– Don’t wait. Companies that want to stay compliant and competitive must act now. Recyclates will be in high demand, but short supply, so strategic partnerships that enable seamless integration of regulation-compliant materials are key, Zeidler concludes.