THE WHAT? Aveda has partnered with AeroFlexx to introduce a new refillable packaging solution, becoming the first prestige beauty brand to globally commercialize AeroFlexx’s curbside recyclable refill technology.

THE DETAILS The new packaging format combines a lightweight, integrated airframe structure with resealable, controlled refilling functionality, delivering a premium and consumer-friendly experience. The refill system uses up to 70% less plastic than two 250ml Aveda bottles and is designed to be curbside recyclable where HDPE plastics are accepted.

The innovation aligns with Aveda’s design-for-recyclability principles and long-standing sustainability commitments, building on its history of using post-consumer recycled materials and investing in circular packaging solutions. The new AeroFlexx refill packaging will debut with select best-selling Aveda products early next year.

THE WHY? The partnership supports Aveda’s mission to reduce packaging impact while maintaining product performance and consumer experience, reinforcing its leadership in sustainable beauty and advancing circularity within the prestige segment.

Source: Global Newswire

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