TL;DR / Key takeaways
- Packaging is one of Europe’s biggest waste streams: according to Eurostat, the EU generated 81.5 million tonnes of packaging waste in 2024 — about 181 kg per person.
- In personal care, the biggest wins come from buying less packaging per use: solid bars, larger sizes, refills and products you actually finish.
- Material matters too: recycled plastic, plant-based (bio-based) plastic and recyclable cardboard each cut the footprint in a different way — none of them is a free pass.
- The new EU Packaging and Packaging Waste Regulation, Regulation (EU) 2025/40, applies from 12 August 2026 and aims for all packaging to be recyclable by 2030.
- A simple rule of thumb: refuse, reduce, reuse, refill — then recycle.
Look into any bathroom cabinet and you will find a small museum of packaging: pumps, caps, tubes, sachets, travel minis and half-empty bottles. Personal care is a daily habit, so its packaging adds up quickly. The good news is that cutting waste in your routine does not require perfection — a few smart swaps around refills, formats and materials make a real difference. Here is what works, what is mostly marketing, and how to choose.
How much packaging waste do we really create?
Eurostat figures show that the EU generated 81.5 million tonnes of packaging waste in 2024, or 181.0 kg per inhabitant — down from a record 186.5 kg in 2022, but still a heavy load. About 67% of all packaging waste was recycled. Plastic is the weak spot: plastic packaging made up roughly a fifth of the total (16.2 million tonnes), and according to the European Commission only 42.4% of it was recycled in 2024.
Personal-care packaging is especially tricky because it is often small, made of mixed materials (a plastic bottle with a metal spring in the pump, a laminated tube) and still contains product residue — all reasons it can slip through sorting lines.
The waste hierarchy: refuse, reduce, reuse, refill, recycle
Recycling is the last step, not the first. The most effective order is:
- Refuse what you do not need — free hotel minis, sample sachets, gift sets with extra plastic.
- Reduce the packaging per use — choose solid formats or bigger sizes.
- Reuse durable containers — a good soap dish, a refillable travel bottle.
- Refill from larger packs or in-store refill stations where available.
- Recycle what is left — empty, rinsed, and with the parts separated where your local scheme asks for it.
Refills: when do they actually help?
Refills cut waste when the refill pack uses clearly less material than a new bottle, and when you keep the original container in use for a long time. A thin pouch that refills a sturdy bottle five times usually beats five new bottles. But refills are not automatically greener:
- Pouches are light, but many are multi-layer laminates that are hard to recycle.
- Refill stations avoid packaging almost entirely, but only if you bring your own clean container.
- Concentrates (to dilute at home) save transport weight and packaging, as long as you dilute them correctly.
The honest test is simple: over a year, how much packaging leaves your home? If a refill system lowers that number, it works.
Solid bars: the original zero-plastic format
Solid soap, shampoo bars and crystal deodorants contain little or no water, so they need far less packaging — often just a paper or cardboard wrap. They also travel well and do not count towards liquid limits in hand luggage. Keep bars dry between uses on a draining soap dish and they last surprisingly long.
Packaging materials compared
| Material | Main benefit | Watch out for |
|---|---|---|
| Recyclable cardboard / paper | Renewable, widely recycled | Loses value if wet or plastic-coated |
| Recycled plastic (PCR) | Gives existing plastic a second life; less virgin material | Still plastic — recycle it again after use |
| Bio-based (sugarcane) plastic | Made from a renewable crop instead of crude oil | Not biodegradable — recycle with normal plastic |
| Glass | Inert and endlessly recyclable | Heavy to ship; breakable when travelling |
| Aluminium | Light and highly recyclable | Energy-intensive to make from new metal |
What the new EU packaging rules change
The EU’s Packaging and Packaging Waste Regulation (PPWR), Regulation (EU) 2025/40, entered into force on 11 February 2025 and applies from 12 August 2026, replacing the old Packaging Directive. Its aims include:
- all packaging on the EU market to be recyclable in an economically viable way by 2030;
- less packaging waste per person over time, with reduction targets for 2030, 2035 and 2040;
- more recycled content in plastic packaging and less virgin material;
- restrictions on certain single-use formats, including small portion packs in hospitality.
For shoppers, this should gradually mean fewer unnecessary layers, clearer sorting labels and more refill options. Until then, your own choices still do most of the work.
Practical swaps for a lower-waste routine
- Switch one liquid to a bar — hand soap is the easiest place to start.
- Buy the bigger size of products you use daily; fewer bottles per millilitre means less packaging.
- Choose 2-in-1 products where they suit you — one bottle instead of two.
- Skip travel minis and decant into a reusable travel bottle instead.
- Finish what you open — the most wasteful packaging is the one thrown away half full.
- Empty, rinse and separate pumps, caps and sleeves if your local scheme asks you to.
If you want to go deeper into how plant-based plastic works, read our explainer on sugarcane packaging and how our bottles capture carbon.
How incognito® helps
We try to apply the same thinking to our own packaging. Our Luxury Java Citronella Soap is a solid bar made with coconut oil and Java citronella, packed in recyclable cardboard — no bottle at all. Our Hair & Body Wash 200ml is a 2-in-1 shampoo and shower gel in 100% recycled, ocean-prevented plastic, and the larger 200 ml size means fewer bottles over time. Both are Vegan Certified. Much of our range comes in bottles made from sugarcane-based plastic, an approach that formed part of the sustainability story recognised by our King’s Award for Enterprise 2026 for Sustainable Development.
FAQs
Are refills really better for the environment than buying a new bottle?
Usually, yes — if the refill pack uses clearly less material than a new bottle and you keep reusing the original container. A thin multi-layer pouch that cannot be recycled narrows the advantage, so check what the refill itself is made of.
Is a solid soap bar more sustainable than liquid soap?
In most cases, yes. A bar contains little water, needs only minimal packaging such as cardboard, and lasts a long time when kept dry between uses.
Can I recycle small cosmetic bottles and tubes?
Often yes, but rules differ by country and municipality. Empty and rinse them, remove pumps or caps if your local scheme asks you to, and check your local sorting guidance for tubes.
Is sugarcane-based plastic biodegradable?
No. Bio-based polyethylene made from sugarcane is chemically the same as conventional polyethylene, so it should be recycled with normal plastic, not composted or littered.
What is the EU Packaging and Packaging Waste Regulation?
It is Regulation (EU) 2025/40, which applies from 12 August 2026 and replaces the old Packaging Directive. It aims to make all packaging recyclable by 2030, reduce packaging waste and increase recycled content.
What is the easiest first step to cut packaging waste in the bathroom?
Swap one liquid product for a solid bar, and buy larger sizes of the products you use every day. Both reduce how much packaging you bring home without changing your routine.
Sources
- Eurostat — Packaging waste statistics
- European Commission — Packaging waste
- EUR-Lex — Regulation (EU) 2025/40 on packaging and packaging waste
- US EPA — Containers and Packaging: Product-Specific Data
This article is for general information only and does not constitute environmental, legal or professional advice. Recycling rules vary by country and municipality — check your local guidance.