Aveda industrializes a recyclable refill solution with Aeroflexx

The Estée Lauder Companies brand specializing in high-performance, plant-based hair, skin and body care announces the global integration of AeroFlexx’s refill technology into its portfolio. It becomes the first prestige beauty brand to industrialize this curbside-compatible refill solution, representing a structural evolution of its packaging architecture.

AeroFlexx’s technology is based on a proprietary “airframe” structure that combines the functionalities of a rigid bottle (stability, ergonomics, flow control) with the material efficiency of a flexible format. This optimized mono-material configuration enables up to a 70% reduction in plastic compared to two standard 250ml bottles, while ensuring structural integrity, barrier performance, leak resistance and resealability.

The system is engineered to function both as a standalone primary package and as a premium refill solution, facilitating the refilling gesture while streamlining end-of-life recycling processes. The approach aligns with design for recyclability principles and the Group’s strategy to reduce material intensity and enhance packaging circularity. The launch is scheduled for early 2027 on a selection of high-rotation SKUs, with a phased rollout.