The impact of the "Remove S" campaign on the industry

The Impact of the "Remove S" Campaign on the Cosmetics Packaging Industry

Chemical Reformulation: How the "Remove S" Movement is Reshaping Cosmetic Material Standards

The global cosmetics packaging industry is facing a pivotal shift as regulatory bodies and environmental advocates push for the elimination of certain chemical substances in packaging materials. The "Remove S" campaign, originating in Europe and North America, is gaining traction as it targets the phase-out of AS (ammonium lauryl sulfate), MS (magnesium stearate), and chemically similar compounds from cosmetic packaging due to their potential environmental and health risks. This movement is forcing brands and packaging manufacturers to rethink material formulations and adopt safer alternatives.

Understanding the "Remove S" Initiative

The "Remove S" campaign focuses on removing sulfate-based and stearate-derived additives commonly used in:

• Plastic packaging stabilizers

• Lubricants in pumps and dispensers

• Anti-caking agents in powder cosmetics

• Coating additives for metal or paper packaging

These substances have raised concerns due to their persistence in ecosystems, potential endocrine-disrupting effects, and contribution to microplastic pollution. The movement aligns with stricter global regulations, such as EU REACH and California’s Green Chemistry Initiative, which are increasingly restricting such chemicals.

Industry Challenges & Innovations

The campaign has spurred significant changes in packaging development, including:

1. Material Reformulation

• Replacing AS/MS with bio-based alternatives (e.g., plant-derived stearates, sucrose esters).

• Adoption of silicone-free lubricants in dispensing systems.

• Development of water-based coatings to replace traditional chemical additives.

2. Regulatory Compliance & Testing

• Brands are investing in third-party certifications (e.g., Cradle to Cradle, Ecocert) to verify safer materials.

• Packaging suppliers are conducting accelerated aging tests to ensure new formulations maintain performance.

3. Supply Chain Disruptions

• Some manufacturers face higher costs for alternative ingredients.

• Smaller brands may struggle with reformulation timelines, risking non-compliance.

Consumer & Market Response

With 73% of consumers expressing concern over harmful chemicals in packaging (Source: Euromonitor), brands adopting "Remove S"-compliant materials gain a competitive edge. Key trends include:

• Clean Beauty Packaging: Brands like Lush and Aveda are leading with fully disclosed ingredient lists for packaging components.

• Eco-Conscious Marketing: Highlighting "AS/MS-free" claims to attract environmentally aware shoppers.

Future Outlook

The "Remove S" movement is expected to expand, driving further innovations:
✔ Biodegradable polymers replacing traditional plastic stabilizers.
✔ Edible or dissolvable packaging for single-use cosmetics.
✔ Blockchain traceability to verify chemical-free supply chains.

Conclusion

The "Remove S" campaign is more than a regulatory hurdle—it’s a catalyst for greener chemistry in cosmetics packaging. Companies that proactively reformulate will not only meet compliance but also future-proof their brands in an increasingly eco-regulated market.