Next-generation sustainable packaging for personal care products

Recent developments in Vietnam’s packaging design and production have been pointing towards sustainability and international standards compliance. At the 2026 ASEAN Personal Care Technology Summit held on 19-20 May in Ho Chi Minh, Vietnam, International Plastics News for Asia took note on the focus of the presentation shared by Mr.  Nguyen Ngoc Minh Thy, Vice Chairman of Vietnam Packaging Association (VINPAS) and General Director of Liksin Corporation. The presentation focused on how Vietnam’s packaging industry has evolved and the key role played by VINPAS in the industry’s sustainability direction.

Please tell us about the Vietnam Packaging Association (VINPAS).

Mr. Nguyen Ngoc Minh Thy: Vietnam Packaging Association (VINPAS) is a social-professional organisation of Vietnamese citizens and organisations operating in the field of packaging and related sectors in Vietnam. It is a non-governmental, non-profit organisation that cooperates to help members develop their profession and protects the legitimate interests of its members. The association currently has around 200 member companies engaged in the production of flexible packaging, plastic containers, folding carton boxes, corrugated boxes, labels, other types of packaging. These members serve the growing sectors of pharmaceuticals, F&B, health & personal care, chemicals, etc.

What is the trend as far as personal care production is concerned and how would you relate this to the packaging sector? 

Mr. Nguyen Ngoc Minh Thy: The global cosmetic market is on the rise and this could push demand for cosmetics packaging.  With more than 6.97% projected growth in the global cosmetics market, cosmetics packaging has become clearly a promising market with around 5.19% CAGR from 2025 to 2034. In terms of region, Asia-Pacific (APAC) is the key growth engine, holding a dominant position, with a market value exceeding US$24.38 billion in 2025, accounting for 42% of the global cosmetics packaging market, according to projections by Fortune Business Insights.

Plastic packaging accounts for more than half of the cosmetic packaging and this trend has been noted even in the Asia-Pacific region. But it has also been apparent that packaging for cosmetics, as well as for food products, is entering a phase of “stricter standards and greater transparency.”

New-generation packaging design approaches focus on addressing issues that are considered major “pain points” for brands. Most notably, the issue on reducing environmental impact through designs that support a circular economy. Also, conserving resources and promoting the circular economy through solutions such as using recycled materials, designing highly recyclable packaging, and utilising bio-based materials are issues that must also be addressed. Regulations in Vietnam and major markets, such as European Union and the United States are increasing requirements related to design for recyclability, recycled content, and restrictions on chemicals.

Thus, next-generation packaging is not only designed for the product itself, but must also be compatible with broader systems such as manufacturing processes and local recycling infrastructures, as well as designing packaging to carry data in order to enhance transparency and serve multiple purposes.

Externally, what is the impact of the EU Packaging and Packaging Waste Regulation (PPWR) and other regulations in the United States to Asian manufacturers? 

Mr. Nguyen Ngoc Minh Thy: The EU PPWR mandates that by 2030, plastic packaging must contain a minimum percentage of recycled content. The requirements for recycled content include: the content is recovered from post-consumer plastic waste; the content is collected within the EU or in a third country in accordance with standards for separate collection to promote high-quality recycling; and the recycled content comes from an installation located within the EU or in a third country in compliance with the air, water and land rules associated to the recycling operations apply – should comply with environmental and emissions regulations as required under Directive 2010/75/EU.

In the United States, Extended Producer Responsibilities (EPR) regulations are being passed where brand owners are made responsible for the waste management of products after use. Seven states in the US have passed EPR regulations, three states have completed the consultation and evaluation phase; while more than 11 states are introducing EPR regulations for packaging in 2025–2026.

How is Vietnam’s packaging industry responding to the global sustainability challenges?

Mr. Nguyen Ngoc Minh Thy: Different countries or jurisdictions have their own strict policies regarding packaging and recycling systems. Vietnam is also moving towards meeting the global packaging trends especially in sustainability. The transformation of Vietnam’s packaging industry is hinged on its compliance with the stringent standards while trying to be competitive to help position a brand to attract consumers. 

Vietnam also has its own EPR regulation - Comprehensive Legal Framework - Decree 05/2025 & Circular 07/2025 – which is a comprehensive legal framework specifying the responsibilities of producers in an open and transparent way. The mandatory recycling rate or target for each type of packaging materials – plastics to paper – is also established, while risk assessment and valuation has been put in place.  Waste that is not recycled will be subject to a recycling fee.  

As you said in your presentation, sustainability is no longer a marketing campaign, how would this impact personal care packaging’s future?

Mr. Nguyen Ngoc Minh Thy: Sustainability has become a direct factor that impacts the profitability of the business.  In the personal care packaging sector, several developments have been gaining momentum to advance towards environment protection, among them, the use of refillable bag/tube, the goal of reducing 60 – 80% materials for packaging, lowering carbon emissions.  An important market signal is the refill programmes in Vietnam, which are starting to shift from trials to retail models with pricing (refill pricing, savings levels, reward points). For example, refills help buyers save up to 20% compared to listed prices for the same volume. 

The application of sustainable material is also being intensified with the use of recyclable packaging, mono-material packaging and bio-based materials. Mono-material packaging uses a single type of plastic (polypropylene), making the sachets recyclable and easier to process in recycling systems.

In recent years, VINPAS has continuously built a diverse ecosystem - from  communication channels to maintain regular connection with the community, professional training, and domestic and international trade promotion activities. Notably, there are two major events that we created: the Vietnam International Paper and Packaging Exhibition (held every May), and the Vietnam Packaging Awards – a national-level award aimed at honouring Vietnamese packaging. Through this, VINPAS hopes to become a trusted companion of businesses on their journey of development and market expansion.