The panel discussion, moderated by cosmetics expert Judith Fiedler, focused on three voices from the field: Steffanie Rainer, founder and CEO of reo, Lars O. Zirpins, Managing Director and CMO of LOGOCOS Naturkosmetik GmbH & Co. KG, with experience at both DAX-listed companies and SMEs such as Beiersdorf and Weleda, and Felix Gass from PSL, an expert in packaging development.

Packaging waste and regulatory pressure

The cosmetics market is growing, and with it, packaging waste. In Germany alone, an estimated 54 tonnes of plastic waste from cosmetics packaging is generated every day. A large proportion of this consists of single-use packaging made from fossil-based plastic, which ends up in waste disposal and recycling streams after a short period of use, but often without being properly recycled. At the same time, the regulatory landscape is becoming increasingly stringent. The EU Packaging Regulation (PPWR) is putting brands under growing pressure to act.

A glance at the audience also highlighted just how urgent the need for action is: when asked who was already actively using reusable packaging in the cosmetics sector, no hands went up.

Reusable packaging rarely fails due to technical issues

All three panellists agreed on one point: technical hurdles are rarely the real stumbling block. More often than not, it is entrenched preconceptions that prevent the adoption of reusable packaging.

Felix Gass summed this up by identifying and refuting key objections raised by the market: reusable packaging does not necessarily have to be based on standardised designs, as brand-specific designs are feasible. The assumption that single-use packaging cannot, in principle, be cleaned is also misguided. Much existing packaging could be cleaned and used for reusable applications.

Reuse therefore rarely fails because of technical limitations, but rather because of what market participants imagine it to entail.

Practical infrastructure for everyday use rather than an idealised model

Steffanie Rainer, who is building reo – a digital reusable infrastructure for cosmetics and personal care brands – emphasised that reusable packaging in the cosmetics sector does not need idealised blueprints. What is crucial, she said, are solutions that build on today’s reality, on existing packaging formats, existing retail structures and existing consumer habits.

A key theme of the discussion was not just sustainability, but resilience: the ability of brands to become less dependent on global raw material supply chains whilst staying ahead of regulatory requirements.

The cosmetics industry as a driving force

Lars O. Zirpins made a clear appeal to the sector: the cosmetics industry has the potential to be a pioneer – not because of its market size, but because cosmetic products are emotionally charged and a part of everyday life. If reusable packaging becomes the norm there, it could also become the norm in other sectors.

His specific recommendation: at the next internal meeting, simply ask the question: “Why isn’t this a reusable container?” and critically scrutinise the answer.

LOGOCOS, the umbrella brand for Logona and Sante, is one of the brands already actively pursuing this path and sees projects such as reo as practical proof that reusable packaging can work if it is designed to be suitable for everyday use.

Conclusion: Reusable packaging as an opportunity for brands

The discussion at CosmeticBusiness 2026 clearly showed that the solutions exist. The infrastructure is taking shape. What is missing, above all, is the courage to let go of old preconceptions about what reusable packaging should look like, what form it must take, and who is responsible for it.

For brands that act now, reusable packaging is not a burden, but a competitive advantage.

The panel discussion ‘Reusable Packaging in the Cosmetics Industry’ took place as part of CosmeticBusiness 2026 in Munich. Participants: Steffanie Rainer (reo GmbH), Lars O. Zirpins (CMO, LOGOCOS Naturkosmetik GmbH & Co. KG), Felix Gass (PSL). Moderator: Judith Fiedler.