The conversation around PFAS has moved from technical circles into mainstream consumer awareness. Once valued for their performance benefits, these persistent chemicals are now under intense regulatory and public scrutiny. For beauty and skincare brands, understanding PFAS is no longer optional. It is a strategic necessity that touches product development, claims, supply chain management and brand trust.
This article offers a clear and accessible overview of what PFAS are, where they appear in consumer products including cosmetics, and how the regulatory landscape is evolving across the United Kingdom and the European Union. It draws on the latest insights from environmental agencies, scientific bodies and regulatory authorities to help brands navigate this fast changing space.
PFAS stands for per and polyfluoroalkyl substances. They are a large family of synthetic chemicals that contain strong carbon fluorine bonds which resist breakdown in the environment. This durability is exactly what made PFAS attractive for industrial and consumer applications. It is also what has earned them the nickname forever chemicals.
PFAS have been used since the middle of the twentieth century and today there are thousands of known PFAS substances. They are valued for their ability to repel water, oil and stains and for their stability under heat and friction. According to the United States Environmental Protection Agency PFAS are used in a wide range of products including waterproof fabrics, cookware, food packaging, firefighting foams and cosmetics. The European Chemicals Agency notes that PFAS are increasingly detected as environmental pollutants and that some are linked to negative effects on human health.
Where PFAS Are Found in Consumer and Beauty Products
PFAS appear across many sectors because of their versatility. In everyday life they can be found in non stick cookware, water resistant clothing, carpets, furniture, electronics, adhesives and food packaging. They are also used in industrial settings including aerospace, automotive and construction applications.
In cosmetics PFAS have been used to create long lasting, smooth or water resistant textures. They can appear in products such as waterproof mascaras, long wear foundations, smoothing primers, high gloss lip products and certain hair styling formulations. Their role is often to improve spreadability, enhance film formation or increase durability.
However, PFAS are not always intentionally added. They may also appear as impurities or by products in raw materials. This makes supply chain transparency essential for brands that want to ensure compliance and maintain consumer trust.
Why PFAS Are Under Scrutiny
PFAS are persistent in the environment and can accumulate in soil, water and living organisms. They travel long distances and are difficult and costly to remove from contaminated sites. Because of their stability they can remain in the environment for many years. This persistence has raised concerns about long term exposure and potential health effects.
Regulators and scientific bodies across the world are now prioritising PFAS as a major environmental and public health issue. As a result the regulatory landscape is evolving rapidly and brands must stay ahead of these changes to avoid disruption.
Regulation of PFAS in the European Union
The European Union has taken a strong position on PFAS. The European Chemicals Agency has highlighted the widespread presence of PFAS in the environment and the need for coordinated action to reduce their use and release.
A major regulatory proposal is the EU wide restriction on PFAS under the Registration Evaluation Authorisation and Restriction of Chemicals framework. This proposal aims to significantly limit the manufacture and use of PFAS across many sectors including cosmetics. While the final form of the restriction is still under discussion the direction is clear. The EU intends to reduce PFAS exposure as far as possible.
Cosmetics Europe the industry association has issued a recommendation that cosmetics manufacturers phase out intentionally added PFAS by the end of 2025 for products placed on the market in the EU EFTA and the UK. This recommendation reflects both regulatory pressure and consumer expectations.
For brands operating in the EU this means proactive reformulation, supplier engagement and clear documentation of ingredient sources. It also means preparing for future restrictions that may extend beyond intentionally added PFAS to include impurities.
Regulation of PFAS in the United Kingdom
The United Kingdom is following a similar trajectory although its regulatory framework is evolving independently from the EU. The UK Environment Agency has published detailed reports on PFAS sources pathways and environmental impact. These reports highlight the need for stronger controls and improved monitoring.
The UK has already taken steps to restrict specific PFAS substances in various sectors. In cosmetics the UK aligns closely with the EU on safety assessments and ingredient restrictions. The Cosmetics Europe recommendation to phase out intentionally added PFAS by the end of 2025 also applies to the UK market.
In addition the UK government continues to review PFAS under its Chemicals Strategy which aims to address persistent and Bioaccumulative chemicals. Further restrictions are expected as scientific evidence and environmental monitoring progress.
What This Means for Beauty and Skincare Brands
For brands that want to remain competitive and compliant the message is clear. PFAS management must become part of core business strategy. This includes:
Brands that act early will not only reduce regulatory risk but also strengthen their position with consumers who increasingly expect transparency and environmental responsibility.
Looking Ahead
PFAS regulation in both the EU and the UK is accelerating. The direction of travel is toward significant reduction and eventual elimination of PFAS from consumer products including cosmetics. For beauty and skincare brands this is an opportunity to lead with innovation and responsibility.
By investing in PFAS free alternatives, strengthening supply chain oversight and communicating clearly with consumers, brands can turn regulatory pressure into a competitive advantage. The future of beauty is clean, transparent and science led. PFAS free innovation will be a defining part of that future.