Brazil’s National Health Surveillance Agency (Anvisa) has taken a major step toward reshaping packaging practices in the beauty and personal care sector by opening two public consultations aimed at regulating the repackaging and reuse of packaging for cosmetics, personal hygiene, and fragrance products.

Launched on January 20, 2026, Public Consultations No. 1,380 and No. 1,381/2026 outline proposed technical standards, best practices, and product categories eligible for packaging reuse and portioning. The move marks a significant update to existing regulations and could reshape how companies design, distribute, and manage their packaging systems in Brazil’s fast-growing beauty market.

The consultations reflect the growing intersection of sustainability, regulatory compliance, and consumer safety — aligning Brazil’s packaging practices with international ESG trends.

What’s proposed?
The draft regulations propose clear responsibilities for both licensed companies and authorized dispensing establishments. These responsibilities span:

• Documentation and traceability protocols;
• Staff training and facility requirements;
• Hygiene and equipment standards;
• Cosmetovigilance and post-market monitoring.

While final details remain open for discussion, the framework aims to permit controlled reuse of packaging — especially in refill stations and bulk dispensing formats — while safeguarding public health and preserving product integrity.

Industry implications
For brands and retailers, these rules could open new operational models. Refillable packaging and in-store refilling stations — long adopted in markets like France and Germany — may now gain regulatory support in Brazil. However, stakeholders will need to adapt processes to meet Anvisa’s hygiene, safety, and reporting expectations.

Importantly, the consultation process allows the private sector and civil society to submit feedback until March 21, 2026, via Anvisa’s online platform. This gives manufacturers, retailers, and packaging suppliers a rare opportunity to help shape the final policy framework.

A sustainability milestone
In the context of global sustainability goals and the rise of circular economy practices, the move positions Brazil as a regional leader in packaging reform. With beauty and personal care generating large volumes of packaging waste, regulatory backing for reuse and refilling could significantly reduce environmental impact.

Successful implementation would require coordinated efforts between packaging designers, regulatory teams, logistics providers, and retail partners to ensure traceability and safety — while also communicating effectively with consumers about how to engage with reused or refillable formats.

Looking ahead
The proposals signal a broader shift in how packaging is viewed: from single-use disposable to a reusable asset embedded in the product lifecycle. If adopted, the regulations could pave the way for innovation in material selection, smart labeling, and modular packaging systems tailored for refilling and bulk sale contexts.

As brands increasingly seek alignment with both consumer expectations and ESG commitments, Brazil’s evolving regulatory landscape could offer both a challenge and a competitive opportunity.