Avantium N.V., a leader in renewable chemistry, has announced a notable collaboration with Parfums Christian Dior, a luxury brand within the LVMH Group. Through this partnership, Dior will incorporate Avantium’s plant-based polyethylene furanoate (PEF) material, branded as Releaf®, into its primary cosmetic packaging, making it the first luxury brand to adopt this sustainable polymer.
Releaf® is crafted from renewable plant-based sources and designed for full recyclability, marking a significant innovation over conventional plastics. This material offers excellent barrier properties and mechanical strength, which enhance product protection and potentially enable thinner, lighter packaging, reducing overall material use. Such qualities are particularly advantageous for luxury packaging, where product preservation and sustainability are critical.
This collaboration is part of LVMH’s “LIFE 360” initiative, aimed at minimizing environmental impact across the group’s product lines. Dior’s adoption of Releaf® represents a shift in the luxury cosmetics sector towards eco-friendly packaging solutions. As the world’s first plant-based PEF commercial facility, Avantium’s Delfzijl plant in the Netherlands is set to start production in 2025, marking a substantial step forward for commercializing bio-based packaging in the cosmetics industry.
