Aveda has announced a partnership with packaging technology company AeroFlexx to introduce a new refill packaging format designed to reduce plastic usage while maintaining a premium consumer experience. The initiative will see Aveda become the first prestige beauty brand to commercialise AeroFlexx’s refill system globally.
According to the companies, the refill packaging combines sustainability and functionality by enabling resealable and controlled refilling. The format uses an integrated airframe structure designed to reduce material use while supporting recyclability within existing municipal systems where HDPE bottles are accepted.
The partners state that the refill packaging can use up to 70% less plastic compared with two conventional 250ml Aveda bottles. The design is also intended to streamline the recycling process and aligns with Aveda’s design-for-recyclability principles.
“At Aveda, we believe packaging innovation must advance both sustainability and the guest experience, and AeroFlexx allows us to do exactly that,” said Nicole Call, Director, Global Packaging Development at Aveda. “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.”
The AeroFlexx system merges elements of flexible and rigid packaging formats and is designed to function both as a primary package and as a refill solution. The technology is being positioned by the companies as a way to support circular packaging strategies across liquid product categories, including personal care and household products.
Peter Messacar, Vice President Commercial and Business Development at AeroFlexx, said the collaboration demonstrates how packaging innovation can help brands reduce environmental impact while maintaining product quality and consumer convenience.
“This partnership demonstrates what’s possible when two organizations with aligned values come together to push the industry forward,” Messacar said. “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.”
The new refill packaging will be introduced with selected best-selling Aveda products beginning early next year. The move forms part of the company’s broader strategy to advance responsible packaging solutions, which has included the use of post-consumer recycled materials and investments in packaging designs aimed at improving circularity.
