Joseph Tayefeh, Plastalliance: “Plastic is not a thing of the past, it is a pillar of our industrial future.”

The European Plastics Alliance, Plastalliance, claims to be the only committed European union that directly represents the entire plastics industry ecosystem, across all sectors. “We support players across the entire value chain (manufacturers, marketers, recyclers),” explains Joseph Tayefeh, Secretary General. "Plastalliance is at the heart of the European decision-making process as a full member of the Circular Plastics Alliance, the Critical Chemicals Alliance, the European Commission’s expert group on waste, and various working groups on packaging regulations (PPWR). Our 360° vision gives us a unique view of the various markets, including plastic packaging, which accounts for nearly 40% of the plastics sector in Europe.“
According to him, ”The highlight of the past few months has been the ‘return to reality’ and the end of punitive over-regulation..." His main message is one of recovery and hope. “The situation has indeed changed,” he explains. “European regulations are sweeping away irrational national bans and providing long-term visibility, and Europe is loudly and clearly reaffirming its strategic support for our industry to relocate our capacities. We have everything we need to stop suffering.”

Plastic is indeed under a lot of pressure today. Faced with this “plastic bashing” and regulatory pressures, what is Plastalliance’s philosophy and how do you intend to help the industry get back on its feet?

Joseph Tayefeh: Our conviction is simple and fully embraced: plastic is not a thing of the past, it is a pillar of our industrial future. In the face of preconceived ideas, “plastic bashing,” and purely ideological bans, our mission is to be a strong and influential voice among European and national decision-makers, the media, and public opinion, with the aim of creating the rules necessary for our industry and undoing those that hinder us. Our members want to stop suffering and regain control of their industrial future. We are the tool to achieve this.

Our approach is strictly based on economic pragmatism, facts, the law with a highly specialized legal department, science (particularly Life Cycle Analysis and health safety), and access to thousands of studies.
Plastalliance now brings together those who want to reconcile economic performance, legal certainty, controlled ecological transition, and European industrial sovereignty, including, of course, for sectors of excellence such as cosmetics and luxury goods.

What have been the highlights of the past few months? And what are the highlights to come?

Joseph Tayefeh: Over the past few months, the highlight has been the “return to reality” and the end of punitive over-regulation. First, we are seeing the debunking of alarmist “fake news” about plastic by certain careless media outlets, for example about the supposed causal links between microplastics and human diseases.

The myths about plastic spoons in the brain or credit cards being swallowed every week are falling one after the other. It is fascinating to note the total absence of mea culpa on the part of the degrowth movements that have hysterically fueled the debate with these falsehoods.

But the major development is historic: Brussels’ realization that our industry is vital. The recent launch of the Critical Chemicals Alliance proved this, with the European Commission’s clear statement: “Chemicals, cosmetics, plastics: when you are strong, Europe is strong.”

At the same time, we are witnessing the beginning of the end for absurd French measures. The ban on styrene packaging has been repealed, and the European Commission has even launched legal proceedings against France concerning the illegality of the Triman logo.

Above all, for the first time since the AGEC law was enacted in 2020, members of the Senate—including Senator Vincent Louault, to whom I pay tribute—have demanded, with panache and a keen awareness of the European rule of law, the repeal of the unrealistic targets setting the end of single-use plastic packaging for 2040. Another crucial point for the beauty sector was the ban on distributing samples without the consumer’s explicit request, which was also called into question.

These repeals were narrowly voted down. But I can guarantee you that these uniquely French provisions will disappear one way or another. The future European PPWR regulation formally prohibits even the simple obstruction of the marketing of packaging that complies with it.

Such a political awakening was simply unthinkable two years ago, and the debate on these issues is now open.
Finally, a hot topic in the news tops it all off: on February 25, 2026, the European Commission officially adopted a delegated decision enacting a historic exemption. Operators using packaging film or strapping to stabilize and protect products placed on pallets during transport are exempt from the 100% reuse requirements for these packaging formats. All industries are affected, including cosmetics.

Attempting to eradicate single-use plastic without taking industrial realities into account is a recipe for disaster: protecting products on pallets does not tolerate amateurism, and plastic fulfills a safety function that no alternative can match without causing costs to skyrocket. This political awakening was unthinkable two years ago. It is a strong signal that proves that when industry stands together, the ideological machine can be reversed.

All of this is proof that the groundwork, based on science, economics, and law, carried out tirelessly by Plastalliance is beginning to bear fruit.

What are the important messages you would like to convey to the entire beauty sector packaging industry?

Joseph Tayefeh: I won’t hide it from you, our industry is going through an economic and geopolitical crisis of unprecedented severity. Some players in the industry even describe the European industry as “on the brink of collapse.” To make matters worse, the beauty sector is bearing the brunt of the impact of the trade wars initiated by Trump’s United States. Many luxury packaging manufacturers have been forced onto the defensive.
But my main message today is one of recovery and immense hope.

The situation has indeed changed. European regulations are sweeping away irrational national bans and providing long-term visibility, and Europe is loudly and clearly reaffirming its strategic support for our industry to relocate our capacities. We have all the cards in our hands to stop suffering.

Look to exports: India is our answer to customs barriers. India is the new Eldorado of “Beauty Tech.” Its middle class is exploding and consuming massively. But the country needs robust, lightweight, and hygienic packaging to cope with its complex supply chain and climate. The Indian market will not accept bulk or leaky paper packaging. The EU-India trade agreement is a real highway for exporting our expertise in luxury plastic packaging and offsetting the loss of market share linked to US taxes.

In 2026, cosmetic packaging will finally emerge from its ideological adolescence. Faced with the challenges that lie ahead, don’t be afraid to stand by your choice of materials when they are dictated by science, carbon footprint, performance, and price.

As I write in my forthcoming book, “Truth often starts out alone, but rarely ends up in the minority.”