Aveda has announced a partnership with sustainability-driven packaging leader AeroFlexx to introduce a new refill packaging innovation. 

Aveda will become the first prestige beauty brand to commercialize AeroFlexx’s curbside recyclable packaging refill technology globally. 

This refill has a lightweight, integrated airframe structure that uses up to 70% less plastic than two 250ml Aveda bottles. It also supports a streamlined recycling process. 

This refill design technology aligns with Aveda’s design-for-recyclability principles and commitment to reducing packaging impact without compromising product performance or the guest experience.

The new AeroFlexx refill packaging will debut with select best-selling Aveda products beginning early next year. 

Nicole Call, Director, Global Packaging Development at Aveda (owned-by ELC), commented,

“At Aveda, we believe packaging innovation must advance both sustainability and the guest experience, and AeroFlexx allows us to do exactly that. 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.”

This partnership reflects Aveda’s decades-long leadership in responsible packaging — from early adoption of post-consumer recycled materials to ongoing investments in innovations that prioritize circularity.

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