The EU’s new Packaging and Packaging Waste Regulation is transforming brands’ approach to sustainable packaging, and the clock is ticking. For e-commerce brands in the fashion, beauty, and other sectors, meeting the PPWR’s reuse targets will require real change. Here’s what you need to know and how Movopack can help you get ahead.

What is the PPWR?

The European Union has taken a clear stance on the future of packaging. The Packaging and Packaging Waste Regulation (PPWR), adopted in December 2024 and officially published as Regulation (EU) 2025/40, replaces the long-standing Packaging and Packaging Waste Directive and establishes a unified legal framework for all packaging entering the EU market. The regulation’s objectives are wide-ranging: its primary goal is to reduce packaging waste in the EU by at least 15% by 2040 compared to 2018 levels, with a particular focus on improving recyclability, mandatory quotas for reusable packaging, and minimum recycled content requirements. 

By 2030, all packaging must be recyclable, meaning it must be designed so that all its components can be recovered and reused, rather than ending up in landfills or incinerators. The PPWR entered into force in February 2025 and will apply following an 18-month transition period beginning on August 12, 2026, with the most significant measures regarding reuse taking effect between 2027 and 2030.

What does the PPWR mean for e-commerce brands?

Specifically for e-commerce brands, the PPWR introduces the most transformative requirements of the entire regulation. Shipping packaging, including e-commerce shipments, must be at least 40% reusable by 2030, and this percentage must rise to at least 70% by 2040. At the same time, the proportion of empty space in e-commerce packaging cannot exceed 50%, which means that the era of oversized boxes stuffed with filler material is officially ending. Overall, these regulations are forcing e-commerce brands in sectors such as fashion and beauty to fundamentally rethink their sustainable packaging strategies.

How does Movopack help with compliance?

Movopack offers a turnkey, reusable packaging solution designed for e-commerce brands, enabling companies to meet their PPWR obligations without sacrificing the unboxing experience expected by customers of fashion and beauty products. Movopack’s returnable shipping boxes and bags are designed to be in circulation more than 20 times within a closed-loop system, precisely supporting the type of reuse model envisioned by the regulation. By switching to Movopack’s reusable packaging, brands can start increasing their volume of reusable packaging right now, making significant progress toward the 40% target years ahead of the deadline, while differentiating themselves in the eyes of consumers who increasingly expect environmental responsibility from the brands they buy from.

Now is the time to act

PPWR offers e-commerce brands the opportunity to take a leading role in sustainability and build lasting customer loyalty. Companies that act early can avoid the last-minute rush to comply and gain a real competitive advantage. Movopack makes this transition easy: reusable packaging that works operationally, resonates with customers, and counts toward your regulatory targets. The shift from single-use to reuse starts today and Movopack is ready to help you make it.