Digital Product Passport in the Cosmetics Industry: How Straub Marbert is Turning the Digital Product Passport into a Brand Experience
- Inga Ellen Dr. Kastens
- Apr 2
- 3 min read
Why the cosmetics industry can't afford to wait any longer
Fragrance, design, packaging – for decades, these were the pillars of the cosmetics world. But now, another layer is coming into focus: transparency.
The Digital Product Passport (DPP) will soon be mandatory for nearly all physical products in the EU. What sounds like a bureaucratic burden at first is, in truth, a unique opportunity – especially for cosmetics brands.
Because when information becomes accessible, products start to talk. And when products talk, they don’t just fulfill compliance. They build trust, enable dialogue – and make your brand unforgettable.
Digital Product Passport in the Cosmetics Industry: Spotlight on Straub Marbert
How a cosmetics pioneer is turning regulation into inspiration
While many companies are still figuring out where to begin, the Straub Marbert Beauty Group has already taken bold steps. In collaboration with Narravero, the team led by Julia Gerling and Christopher Gerling embedded the Digital Product Passport throughout the entire customer journey – from the first moment of discovery to long after purchase.
This is more than compliance. It's a conversation.And so far, it's one of the very few examples in the industry showing just how much is possible.
Straub Marbert doesn’t just fulfill new EU requirements – they use the DPP as a stage for storytelling, brand authenticity, and customer connection.
Jens Herzog (Business Development) and Thomas Rödding (CEO) took a close look themselves.
Experience it live: How the DPP became the highlight at Cosmoprof 2025
At Cosmoprof 2025 in Bologna, visitors at the German Pavilion (Hall 16, Booth B8b) had a chance to witness the Straub Marbert DPP in action. No QR instructions, no app hassle – just a tap of the smartphone, and the product revealed its digital side:
Where it came from
What’s inside
How to use it
How to care for it
And how to reorder it
One product, countless touchpoints.
It’s a shift that turns the once-passive cosmetics jar into an interactive brand ambassador – and the user into an informed, loyal customer.
From Pre-Sales to After-Sales – The product journey, reimagined
Digital Product Passport in the cosmetics industry - Straub Marbert shows what’s possible when the DPP isn’t just seen as a technical necessity – but as a creative space for modern brand communication:
🛍️ At the point of sale
Scan to explore the product before you buy.
🏡 At homeA
ccess tutorials, ingredient info, and personalized skincare advice.
🔁 After the purchase
Reorder easily, contact customer service, discover complementary products.
What emerges is more than a product – it’s an interactive experience, one that reflects values, builds relationships, and sets new standards.
Why now is the time to act - and what other cosmetics brands can learn
Yes, the Digital Product Passport is coming.Yes, it’s legally required. But those who wait until the last minute will miss the bigger picture.
Because the DPP isn't just about regulations. It's about reinventing product communication. It's about connecting with a new generation of consumers who expect more than glossy packaging.
And as Straub Marbert proves:The Digital Product Passport is not the end of an era – it’s the beginning of a dialogue.
