Hair, skin and body care brand Aveda has selected AeroFlexx’s innovative refill packaging to reduce the environmental impact of its products without compromising performance or user experience. The Estée Lauder Companies’ brand will become the first prestige beauty brand to select this solution. The first best-selling Aveda products using the new refill packaging will launch in market early 2027.
The innovation features a lightweight integrated airframe structure that uses up to 70% less plastic than two 250ml Aveda bottles, and supports a streamlined recycling process (where HDPE plastic bottles are accepted).
“This refill solution reduces plastic while meeting Aveda’s high standards for design, recyclability and performance, reflecting the kind of thoughtful and responsible innovation we’re committed to bringing to market,” said Nicole Call, Director, Global Packaging Development, Aveda.
AeroFlexx claims their proprietary technology combines the advantages of flexible and rigid formats into a highly customizable packaging solution that functions as both a primary package and a premium refill option.
“By integrating AeroFlexx’s packaging technology into its portfolio, Aveda is setting a new precedent for how major prestige beauty brands can reduce plastic and enhance the consumer experience simultaneously,” said Peter Messacar, VP Commercial and Business Development at AeroFlexx.
