Aveda is introducing a new refillable packaging system through a partnership with AeroFlexx. This marks the first global commercial launch of AeroFlexx's recyclable refill technology by a prestige beauty brand.
The new format uses 70% less plastic than two 250ml Aveda bottles. It integrates an airframe structure with controlled refilling and resealing functions. The packaging is designed to be curbside recyclable where HDPE plastics are accepted.
This move aligns with Aveda's commitment to sustainability and its principle of designing for recyclability. The company has a history of using recycled materials and investing in circular packaging.
The AeroFlexx refills will launch with select Aveda products early next year. This innovation supports Aveda's aim to reduce packaging impact while preserving product performance and the consumer experience.
For salons and beauty businesses, this development highlights a growing consumer expectation for eco-conscious product options. It presents an opportunity to assess and potentially adopt similar refill models to meet sustainability goals and enhance brand appeal. The challenge for many smaller businesses will be the investment required for such packaging solutions, a factor that Aveda, as a large prestige brand, can more readily absorb.
