Aveda is the first prestige beauty brand to globally adopt AeroFlexx's innovative refill packaging, designed for a more sustainable, consumer-friendly future
MINNEAPOLIS, Feb. 26, 2026 (GLOBE NEWSWIRE) -- Aveda, the purpose-driven pioneer of plant-powered, high-performance hair, skin and body care, has announced a partnership with sustainability-driven packaging leader AeroFlexx to introduce a new refill packaging innovation that redefines what's possible in beauty. Aveda will become the first prestige beauty brand to commercialize AeroFlexx's innovative curbside recyclable1 packaging refill technology globally, marking an industry milestone toward more sustainable, consumer-centric packaging solutions.
AeroFlexx's format merges sustainability and functionality, offering guests a premium experience with resealable, controlled refilling. Additionally, using this refill with its lightweight, integrated airframe structure uses up to 70% less plastic than two 250ml Aveda bottles, and 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.
"At Aveda, we believe packaging innovation must advance both sustainability and the guest experience, and AeroFlexx allows us to do exactly that," said Nicole Call, Director, Global Packaging Development, Aveda. "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 demonstrates what's possible when two organizations with aligned values come together to push the industry forward," said Peter Messacar, VP Commercial and Business Development at AeroFlexx. "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 new AeroFlexx refill packaging will debut with select best-selling Aveda products beginning early next year. 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 - reinforcing its commitment to pushing the beauty industry toward higher environmental and sustainability standards.
