alongside the future Digital Product Passport, where consumers can scan a bottle and discover everything from the origin of the materials to the recycling instructions. But why not apply storytelling? In addition to technical information, we can add a video from the producer of the raw material, or explaining what a recycling plant is like. Transparency then ceases to be a regulatory requirement and provides differentiation, driving storytelling that is much deeper and more connected to brand values. The Anti-Greenwashing Directive, which will also be implemented in 2026, will require all environmental claims to be supported by verifiable scientific evidence. This means that claims like ”eco-friendly,” “environmentally friendly”, or ”carbon neutral” cannot be used without robust data to back them up. This may seem like a marketing restriction, but it’s actually a great opportunity to strengthen brands’ credibility. Transparency builds trust, and trust builds sales. Consumers are joining the change Consumers are also demanding change; According to the latest studies by Kantar and Euromonitor, more than 65% of beauty shoppers in Europe now consider packaging sustainability a determining factor in their purchasing decision, and 80% are more loyal to brands that promote it. What was once an aspirational value or a desire is now included as a very important selection criterion. The good news for brands is that this interest is accompanied by a willingness to pay a premium (green premium), and this percentage is higher in cosmetics and perfumery categories than in other sectors, provided the proposal is credible and transparent. This is where sustainability and profitability meet; a sustainable packaging strategy also improves economic returns. Less weight and volume means lower costs in transportation and raw materials. Choosing recycled materials minimizes taxes and fees. And refillable packaging can become a premium experience that opens up new business models and generates loyalty. All of this has a direct impact on reputation, investor confidence, and access to new sources of green financing. A key idea: what isn’t measured, isn’t improved. Measuring results is essential, from the ton of materials saved to the carbon footprint avoided, including evaluating customer engagement or perceptions of sustainability. Integrating these indicators into corporate reporting and marketing transforms sustainability into a tangible ROI argument and connects the language of sustainability with that of business. I think a very common mistake is to view regulations as an obstacle. The key is to understand them as a roadmap. Every legal requirement and every new consumer preference are, in reality, levers of strategic transformation. Integrating sustainability into the heart of businesses not only ensures regulatory compliance, but also enables innovation, differentiation, and cost optimization throughout the value chain, thus improving margins. We are facing a unique opportunity to redefine the future of beauty. Sustainability is not a passing trend or an isolated requirement; it is the new language of the industry, a language that combines aesthetics, responsibility, and business. The question is not whether we can adapt, but how we want to lead this change. If we do so early and with a strategic vision, sustainability will not be an obligation, but a competitive advantage. Doing it solely for compliance will not give us any advantage. It’s important to understand that transformation will not be viable if it doesn’t involve the entire value chain: the executives who make decisions, the investors who support change, the designers who create experiences, the consultants who support processes, the media who spread the word, the suppliers who innovate, and the consumers who choose. We all have a shared responsibility to drive this process, shifting the mindset from sustainability as a cost to a driver of innovation and competitiveness. Change in beauty is no longer a matter of the future. Taking on the challenge today will allow brands to lead, differentiate themselves, and grow in an environment where respecting the planet is the best long-term investment. 35 TEMA CENTRAL I MAIN TOPIC The new luxury is circular: from obligation to opportunity Mariano Lesser, CEO Blomon* *Hybrid consulting firm (humans + AI) that offers solutions to address the main challenges of the beauty industry.
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