AeroFlexx has entered into a partnership with Aveda, an Estée Lauder-owned plant-based skin care company, to roll out a recycled and refillable packaging solution designed to reduce material use. The new format is lightweight and built around an integrated airframe structure, which is said to require up to 70% less plastic than two 250 mL Aveda bottles. Through this collaboration, the companies aim to introduce an alternative packaging configuration that lowers plastic consumption while maintaining product integrity.
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.” His remarks underscore the positioning of the initiative within the prestige beauty segment, where material reduction and usability are increasingly central to packaging strategies.
Aveda states that the refillable packaging format supports its design-for-recyclability commitments and broader objective of reducing packaging impact. The company has previously taken steps in this direction; last year, working alongside Xela Pack, it introduced redesigned paper-based, recyclable sample sachets across its skin and hair care range. The AeroFlexx solution builds on that trajectory, combining structural redesign with refill functionality to further limit plastic use.
Describing the approach, AeroFlexx says its packaging solution is intended to merge sustainability with performance, enabling resealable and controlled product refilling for consumers. 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.” She adds: “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, with the refill packaging scheduled to debut in early 2027 across select Aveda skin and hair care products.
In related developments, AeroFlexx last year provided flexible liquid packaging to Boogie, an Ĕleeo brand, for its children’s Bubbling Vapor Bath. The company also delivered squeeze packaging solutions to Spectrum Brands for its Furminator Deshedding Ultra Premium Shampoo, extending its footprint across multiple personal care applications.