Schwan Cosmetics introduces packaging free of styrene, ABS

The company aims to help beauty brands exceed tightening legislation requirements in the EU.

makeup products

ronstik | stock.adobe.com

Schwan Cosmetics, a German manufacturer of cosmetics and supplier to several beauty brands, is supporting its customers’ transition to more ecological packaging materials with the introduction of new, styrene- and acrylonitrile butadiene styrene- (ABS-) free packaging materials to facilitate a shift before certain materials face European Union restrictions.

The packaging materials move centers on the company’s patent-pending FLX-Technology, a solution it says replaces traditional ABS or styrenics with readily recyclable polyethylene terephthalate (PET) and polypropylene (PP). The material, designed for cosmetics pencils, offers beauty brands a solution the company claims protects even volatile formulations without sacrificing aesthetics or cost.

In addition, the company has been awarded an EcoVadis Platinum Medal, a recognition awarded to the top 1 percent of companies assessed in the 12 months prior to the medal's issue date. The certification recognizes the quality of the company's sustainability management systems and demonstrates its commitment to promoting transparency throughout the entire value chain. Key evaluation areas include environment, labor and human rights, ethics and sustainable procurement.

The new initiative addresses growing regulatory pressure from, for example, the EU’s Single-Use Plastics Directive, which mandates that all packaging on the EU market must be reusable or recyclable by 2030, with binding targets for recycled content. These requirements have extended implications for global supply chains as companies exporting to the EU must comply with the new packaging design and recyclability standards.

Furthermore, extended producer responsibility (EPR) frameworks create financial incentives for brands to transition away from hard-to-recycle materials, while major retailers implement sustainability requirements that exclude styrene-based packaging. Schwan cites industry experts who warn that companies waiting until the 2030 deadline risk both compliance violations and supply chain disruptions as demand for recyclable materials is expected to outpace availability.

“Our message is clear: Don’t wait,” says Corinna Zeidler, director of brand management. “Companies that want to stay compliant and competitive must act now. Recyclates will be in high demand, but short supply, so strategic partnerships that enable seamless integration of regulation-compliant materials are key.” 

According to Schwan, FLX-Technology transforms material sustainability for cosmetics liners and sticks without changing design, usability or brand experience. The material is already available for several different pencil format products, including a Głowy Blush Stick, Boosting Peptide Liner, and Skin-Loving High Precision Brow Liner. The solutions come without the premium price tags, performance trade-offs or compromises to brand integrity traditionally encountered when manufacturers shift toward more sustainably minded packaging.

“Our mission is to make sustainability affordable, scalable, and competitive for all customers across all markets," Schwan Cosmetics CEO Tomás Espinosa says.

According to the company, what sets FLX-Technology apart is that it delivers the same high-end functionality without requiring additional components such as O-rings or seals, while maintaining the same wall thickness. This not only reduces overall material usage but also simplifies the recycling process, moving Schwan’s portfolio closer to mono-material design.

“With FLX Technology, we are proving that sustainable packaging does not require compromises; it offers the same reliability and premium experience brands and consumers expect,” says Sandra Schäfer, director of research & development at Schwan Cosmetics. “The look and feel of the packaging remains completely unchanged. There's no need for modifications to format, geometry, or weight due to the shift in materials."

The new packaging is made from up to 92 percent recyclable materials and is completely styrene-free. The remaining material share, like polybutylene terephthalate (PBT), is used only where mechanical performance demands it, for example, in lead holders or sharpeners.

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Schwan says that since FLX replicates the look, feel and dimensions of existing packaging components, brands can switch to styrene-free solutions without changing artwork, tooling or filling lines, ensuring zero disruption to production or consumer experience.

“We’ve proven that sustainable packaging doesn’t have to come with a premium price tag anymore. For us, performance, aesthetics, and cost-efficiency should always go hand in hand, whether we’re working with established luxury brands or rising indie players. Our ambition as a brand partner is to deliver solutions that bring all three together seamlessly with no compromises," Zeidler concludes.

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