As MakeUp in Paris concluded, ICONS Beauty Group highlighted packaging concepts reflecting several of the industry's strongest trends, including sensory applicators, travel-friendly formats and packaging designed to meet the EU's Packaging and Packaging Waste Regulation (PPWR).
- Resources: PPWR-Compliant Packaging
PPWR is set to reshape how brands design, source and market packaging across Europe. The regulation entered into force on February 11, 2025, and generally applies from August 12, 2026, replacing the previous directive with directly applicable rules for all packaging placed on the EU market.
For brands, the biggest takeaway is that packaging must be designed for a circular economy. The PPWR introduces stricter requirements for recyclability, recycled content, packaging minimization, reuse and refill systems, labeling, and restrictions on certain hazardous substances. Companies will need to rethink packaging formats, eliminate unnecessary materials, improve recyclability, and prepare for harmonized labeling and documentation requirements across EU member states. Many of the regulation's performance targets, including recyclability grades, recycled content requirements and reuse targets, will be phased in through 2030, 2035 and 2038, giving companies a roadmap for long-term compliance.
Brands selling into Europe should treat 2026 as the start of a broader packaging transformation rather than a one-time compliance deadline. Early preparation—working with packaging suppliers, reviewing material choices, validating recyclability and updating sustainability strategies—will be critical to maintaining market access while meeting increasingly stringent circular economy requirements.
Among the company's featured innovations was its Jelly Applicator collection, which uses soft silicone tips to create a gel-like application experience. ICONS America
Among the company's featured innovations was its Jelly Applicator collection, which uses soft silicone tips to create a gel-like application experience.
Available in stick, wand and pencil formats, the Jelly Applicator collection uses soft silicone tips to create a gel-like application experience.ICONS America
Available in stick, wand and pencil formats, the applicators are designed for lip, cheek and face products, supporting the growing demand for packaging that enhances both product performance and consumer experience.
ICONS showcased a range of rounded "tottle" designs, including new 15 ml pebble- and heart-shaped polyethylene formats aimed at travel-size and on-the-go beauty products.ICONS America
ICONS also showcased a range of rounded "tottle" designs, including new 15 ml pebble- and heart-shaped polyethylene formats aimed at travel-size and on-the-go beauty products. Additional portable packaging included an Airless Push Button Dropper in 10 ml and 15 ml sizes, designed for one-handed dispensing across multiple formulation types.
Portable packaging included an Airless Push Button Dropper in 10 ml and 15 ml sizes, designed for one-handed dispensing across multiple formulation types.ICONS America
On the sustainability front, the company emphasized PPWR-ready solutions, including its one-piece mono-material polypropylene Powder Spray Tube, a fully recyclable package available with post-consumer recycled (PCR) content for applications such as powder dry shampoo and other spray products.
The display reflected broader packaging trends emerging from the show, where tactile design, portability and regulatory compliance continue to shape new beauty product development.
