AeroFlexx equips Aveda with lightweight refill packaging
Key takeaways
- Aveda teams up with AeroFlexx to launch a lightweight refill pack using up to 70% less plastic than two conventional Aveda 250 mL bottles.
- The airframe-based packaging is designed for recyclability, resealability, and controlled refilling.
- The refill solution will debut in early 2027, marking Aveda as the first prestige beauty brand to scale AeroFlexx’s technology.
AeroFlexx has partnered with Aveda, an Estée Lauder-owned plant-based skin care company, to introduce a refillable and recycled packaging solution. The product is lightweight, integrating an airframe structure that is said to use up to 70% less plastic than two 250 mL Aveda bottles.
Peter Messacar, vice president for Commercial and Business Development at AeroFlexx, says: “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.”
According to Aveda, the solution aligns with its design-for-recyclability commitments and its aim to reduce packaging impact. Similarly, last year, the skin and hair care company, alongside Xela Pack, announced the rollout of redesigned paper-based, recyclable sample sachets.
Advancing sustainability and user experience
AeroFlexx’s packaging solution aims to combine sustainability and functionality, offering consumers resealable, controlled product refilling.
Nicole Call, director for Global Packaging Development at Aveda, says: “We believe packaging innovation must advance both sustainability and the guest experience, and AeroFlexx allows us to do exactly that.”
“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.”
Aveda will be the first prestige beauty brand to scale AeroFlexx’s solution. The refill packaging is set to debut in early 2027 in select Aveda skin and hair care products.
Last year, AeroFlexx supplied Boogie, an Ĕleeo brand, with flexible liquid packaging for its children’s Bubbling Vapor Bath. It also equipped Spectrum Brands with squeeze packaging for its Furminator Deshedding Ultra Premium Shampoo.
