Aveda plans to further step up its sustainable packaging efforts through an alliance with AeroFlexx.

According to a newly announced accord, the naturals company will become the first prestige beauty brand to commercialize the supplier’s curbside recyclable packaging refill technology on a global basis.

The new refill packaging will debut with select Aveda products beginning in early 2027.

“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.”

The packaging will offer customers “resealable, controlled refilling,” according to the company. Additionally, Aveda contends the refill’s lightweight, integrated airframe structure uses up to 70% less plastic than two 250ml bottles and supports a streamlined recycling process.

Sustainable Packaging Milestones at Aveda

In the early 2000s, Aveda added 100% post-consumer recycled (PCR) PET bottles and says it was the first beauty company to launch a 100% PCR HDPE jar.

In 2006, Aveda incorporated 80-95% PCR HDPE bottles and jars, reducing the brand’s use of virgin HDPE. It also launched a 100% PCR HDPE bottle and 100% PCR PP cap.

Aveda in 2020 introduced 350ml mono-material tubes with the launch of its Botanical Repair franchise, marking the brand’s first recycle-ready tub.

In 2023, as part of an Earth Month campaign, Aveda released a limited-edition, special sized Botanical Repair Strengthening Leave-In Treatment housed in a tube made from 100% ocean bound plastic. Ocean bound plastic was also used in limited-edition Earth Month packaging in 2024 and 2025.

Last year, Aveda launched its first globally recyclable sample sachet made with recyclable FSC-certified paper. The sample package, according to Aveda, was designed to reduce more than 80% of plastic use compared to Aveda 10ml plastic tubes. The effort marked the expansion of its paper-based sachet sampling that introduced in 2021 the EU and UK.