PPWR: What has it changed?

As of 12th August 2026, the Packaging and Packaging Waste Regulation (PPWR) began to apply across the EU, introducing new requirements around how packaging is designed, sourced, documented and managed.

It has also changed the conversations taking place between brands, suppliers and manufacturers. At KeepMe Lifestyle, we’re looking at what this means for the way we work and most importantly, how we can make the process easier for our customers.

What has changed?

PPWR applies across packaging and packaging waste, regardless of the material used. Whether you're talking about glass, plastic, metal, paper, cardboard or a combination of materials, packaging is now part of a much more structured regulatory framework.

The regulation places greater emphasis on areas including recyclability, material use, waste reduction, traceability and the information available about packaging. When developing a product, it’s easy to focus on the aesthetic direction. But behind that finished product is a bottle, cap, collar, pump, box, insert and other components.

Understanding those components, including what they are made from, their weight, recycled content, recyclability and relevant supporting documentation, is becoming an increasingly important part of the development process.

The PPWR is bringing packaging and packaging waste under a more harmonised set of requirements across Europe. Suppliers have an important role in providing the information and documentation needed to support packaging compliance.

The regulation also introduces requirements around recyclability, with further detailed design-for-recycling requirements coming into effect from 2030.

What are we doing at KeepMe Lifestyle?

At KeepMe Lifestyle, we’re putting transparency and documentation further into the heart of our development process.

For the components we source, we’re working to ensure that relevant compliance information is available alongside development. This includes information such as materials, component weights, recycled content, recyclability and supporting documentation, where applicable.

This gives our customers greater visibility of the materials and specifications behind their packaging and helps identify potential compliance questions earlier in the development process, rather than at the final stages of a project.

“PPWR is changing the way packaging projects need to be approached. For us at KeepMe, it’s about bringing that conversation into the development process earlier, rather than leaving compliance until the end. Our customers shouldn’t have to navigate the supply chain alone, our role is to make sure we have the right information available and make that process as straightforward as possible.”

- Jodie Amos, Operations Director, KeepMe Lifestyle

It does add another layer to the development process but it’s one that needs to be considered from the outset. As a component supplier, our role extends beyond sourcing the bottle, cap or pump. It’s about understanding the requirements around those components and making sure the relevant information is available as a project progresses.

For new and growing brands in particular, there is already a significant amount to consider when bringing a product to market. Our aim is to make packaging compliance clearer, more transparent and easier to manage as part of that process.

PPWR in practice

Since PPWR began to apply in August, the regulation has already started shaping conversations across the packaging industry. At KeepMe Lifestyle, we’ll continue adapting our processes as the requirements develop, working with our customers and supply partners to improve the information available around the packaging we source.

Our aim is simple: to make packaging development easier, with compliance considered from the outset.

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