Sustainable Hotel Amenities in Europe Without Greenwashing

The most credible way for a European hotel to make its toiletries more sustainable is to cut packaging first, through dispensers and 5 L refills, then improve the packaging that remains, for example with recycled content, and to describe each change specifically. EU rules are tightening on vague claims such as "eco-friendly" or "green", so every claim should be precise and backed by evidence.

This guide sets out the practical options and the claims risks. For country-by-country notes, see our Europe hotel amenities hub.

Start with packaging volume

For most hotels, packaging is the largest visible footprint of the bathroom amenities. The order of priorities is simple:

1. Avoid: remove single-use items guests do not need.
2. Refill: move to dispensers refilled from bulk containers.
3. Reduce: use lighter bottles and fewer components.
4. Recycle and recycled content: choose materials that are recyclable in practice and contain recycled material where it performs.

Regulation is pushing in the same direction. The EU Packaging and Packaging Waste Regulation (PPWR) restricts single-use plastic packaging for small toiletry portions in hospitality from 2030, and some national and regional rules already go further. Our guide to single-use plastic and hotel amenities covers the background.

Refills done well

Dispensers and 5 L refills cut packaging per guest night substantially. To get the benefit without new problems:

• Choose durable dispensers you will keep for years, not replace with each refurbishment.
• Decant hygienically, with clean tools and recorded batch numbers.
• Collect empty 5 L containers for recycling, or discuss a return arrangement with your distributor.
• Keep the guest experience: a well-chosen scent and a well-designed dispenser help guests accept the change.

We manufacture shampoo, conditioner, shower gel, 2-in-1, body lotion and hand wash in dispenser bottles and 5 L refills. See formats in our hotel amenities collection.

Recycled-content and recyclable packaging

Recycled plastic can reduce the need for virgin material, but it needs care. Supply, colour, odour and consistency vary, and the packaging still has to protect the product and stay safe in contact with it. Ask for documentation on the recycled content of any material you plan to claim. Recyclability depends on what local collection systems actually accept, so a bottle that is recyclable in one country may not be in another.

Our custom packaging team makes and decorates bottles, tubes and dispensers in-house and can discuss material options with you, including designs that make separation and recycling easier.

Formula choices

• Microplastics: the EU restricts intentionally added microplastics under REACH, with transition periods for rinse-off cosmetics. We can formulate without intentionally added microplastics.
• Coastal properties: resorts by the sea often ask how their rinse-off products behave in wastewater. Be careful with claims; see our guide to ocean-conscious hotel amenities.
• Concentration and dosing: a good dispenser pump that delivers a sensible dose avoids waste.

The EU Ecolabel as an option

The EU Ecolabel is a voluntary label with published criteria for rinse-off cosmetic products, including shampoo, shower gel and hand wash. The criteria cover ingredients, biodegradability, packaging and performance. A product can carry the label only after a competent body has assessed and licensed it.

Some hotel groups ask for Ecolabel products, and some environmental schemes for hotels give credit for them. It is one option among several; it is not required by law. Harrods Health does not hold the EU Ecolabel for its products. If it matters to your tender, discuss the criteria with us early so the formula and packaging can be assessed before you commit.

Green claims: what is changing

The EU has adopted rules, through amendments to its consumer protection law, that tighten how businesses can use environmental claims towards consumers. In general terms:

• Generic claims such as "eco-friendly", "green" or "climate-friendly" are restricted unless backed by recognised excellent environmental performance.
• Sustainability labels need to be based on certification schemes or set by public authorities.
• Claims about a whole product, when they apply only to part of it, are a problem.
• Claims based on offsetting emissions face particular restrictions.

Further EU rules on substantiating green claims have been discussed, and national authorities already act against misleading claims under existing law. In the UK, the competition regulator's guidance on green claims sets similar expectations. Check the current position with your adviser.

Turning vague claims into specific ones

Avoid	Prefer, if true and documented
"Eco-friendly amenities"	"Our shower gel is served from refillable dispensers"
"Sustainable packaging"	"This bottle contains a stated share of recycled plastic", with the figure from supplier documents
"Ocean-safe formula"	A specific, tested statement about the formula, if one is available
"Plastic-free bathroom"	"We have replaced single-use miniatures with dispensers"
"Green hotel"	A named certification, if the hotel holds one

Keep the evidence for each claim on file: supplier certificates, test reports, purchase records. Our formulas can be supplied as dermatologically tested with test reports on request, and we supply ingredient lists and manufacturing documentation on request.

Telling guests about the change

Guests respond well to short, concrete messages. A small card or a line on the dispenser label can explain that the hotel has replaced miniatures with refillable dispensers, without adjectives that cannot be proved. Avoid pictures or words that suggest more than you have done, such as leaves and globes next to a product that is simply refilled. Staff should be able to answer a simple follow-up question, such as what happens to the empty refill containers.

Writing a sustainability specification for a tender

If you buy through a tender, spell out what you need rather than asking for "sustainable amenities". A useful specification states:

• the formats required, such as wall dispensers and 5 L refills
• any recycled-content target for packaging, with the evidence you expect
• whether formulas must be free of intentionally added microplastics
• whether an EU Ecolabel licence is required, preferred or not needed
• the documents suppliers must provide, such as ingredient lists and test reports
• how empty containers will be collected or recycled

Clear specifications make supplier responses comparable and give you the evidence you need for any later claim.

Measure before you claim

Track what you buy and use: litres of product, number of containers, packaging weight, waste collected. Even simple before-and-after figures for one property make your communication more credible than broad statements, and they help you decide where to go next.

Where we fit in

We manufacture in a GMP-compliant, ISO certified facility with a state FDA cosmetic manufacturing licence, an AYUSH licence and US FDA registration, and we are Halal certified. See quality and certifications, read about our hotel toiletries service, and see fulfilment and export for shipping. Always confirm current rules with your Responsible Person, importer or a regulatory consultant.

Frequently asked questions

Can we call our amenities eco-friendly?

Generic claims like this are increasingly restricted in the EU. Describe a specific, documented change instead, such as a move to refillable dispensers.

Do you supply EU Ecolabel products?

We do not hold the EU Ecolabel. If it matters to your tender, we can discuss the criteria early.

Is recycled plastic always better?

It reduces virgin material, but it must still protect the product and be documented. Refills and fewer packs usually come first.

Making your amenities more sustainable? Start at our Europe hotel amenities hub.