Aveda and AeroFlexx partner to cut plastic by 70% with Airframe refill innovation
These innovative refillable packaging are set for global rollout in 2027.
USA – Aveda, a leader in plant-powered hair, skin, and body care products, has teamed up with packaging innovator AeroFlexx to launch the first curbside-recyclable refill technology for prestige beauty brands worldwide.
This collaboration merges advanced sustainability with user-friendly design, allowing resealable, controlled refills that deliver a premium experience while slashing plastic use by up to 70% compared to two standard 250ml Aveda bottles.
The lightweight airframe structure streamlines recycling and adheres to Aveda’s recyclability standards without sacrificing product quality or consumer appeal.
Nicole Call, Aveda’s Director of Global Packaging Development, emphasized that this innovation balances environmental goals with exceptional guest experiences, upholding the brand’s rigorous standards for design and performance.
Peter Messacar, AeroFlexx’s VP of Commercial and Business Development, said, “This partnership demonstrates what’s possible when two organizations with aligned values come together to push the industry forward.”
“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 AeroFlexx refill packaging will first appear on select top-selling Aveda items early next year, with full global commercialization planned for 2027, redefining scalable luxury sustainability.
This builds on Aveda’s history of eco-leadership, including its early use of recycled materials and investments in the circular economy.
Founded in 1978 by Horst Rechelbacher, Aveda focuses on vegan, plant-based formulas inspired by Ayurveda and green chemistry; it’s Leaping Bunny certified, a B Corporation, and available in over 45 markets.
AeroFlexx, based in Ohio and part of Innventure, specializes in hybrid flexible-rigid packaging for personal care and beyond, with operations in North America, Europe, and Southeast Asia.
Aveda is advancing sustainable beauty sampling with innovative paper-based, recyclable sachets, marking a significant shift from traditional plastic tubes.
In mid-last year, Aveda expanded the global rollout of these FSC-certified paper sachets, initially launched in February 2025 for products like the Botanical Repair Bond Building Pre-Shampoo Treatment.
Developed with Xela Pack, the sachets reduce plastic use by over 80% compared to prior 10ml tubes, featuring a self-closing orifice for multi-use without leaks.
Lifecycle assessments show 36-68% less water use and 37-64% fewer emissions, enhancing fibre recovery and recyclability worldwide.
This builds on Aveda’s eco-legacy, including 95% post-consumer recycled PET bottles, aligning with its 2027 AeroFlexx refill plans for broader sustainability. The innovation elevates sampling while maintaining premium protection and aesthetics.
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