Aveda Unveils Refillable Packaging with AeroFlexx

Aveda becomes first prestige beauty brand to globally adopt AeroFlexx's sustainable refill technology.

Published on Feb. 27, 2026

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Aveda, the plant-powered hair, skin and body care brand, has announced a partnership with packaging leader AeroFlexx to introduce a new refillable packaging innovation. Aveda will be the first prestige beauty brand to commercialize AeroFlexx's curbside recyclable refill technology globally, marking an industry milestone toward more sustainable and consumer-friendly packaging solutions.

Why it matters

This partnership reflects Aveda's decades-long leadership in responsible packaging and commitment to reducing environmental impact without compromising product performance or the customer experience. The new refill format aligns with Aveda's design-for-recyclability principles and supports the brand's goal of advancing sustainability in the beauty industry.

The details

AeroFlexx's refill packaging merges sustainability and functionality, offering a premium experience with a resealable, controlled refilling process. Using the refill with its lightweight, integrated airframe structure uses up to 70% less plastic than two 250ml Aveda bottles, and supports a streamlined recycling process.

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

The players

Aveda

A purpose-driven pioneer of plant-powered, high-performance hair, skin and body care products.

AeroFlexx

A sustainability-driven packaging leader that has developed innovative refill packaging technology.

Nicole Call

Director of Global Packaging Development at Aveda.

Peter Messacar

VP of Commercial and Business Development at AeroFlexx.

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What they’re saying

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

— Nicole Call, Director, Global Packaging Development, Aveda (Mirage News)

“This partnership demonstrates what's possible when two organizations with aligned values come together to push the industry forward.”

— Peter Messacar, VP Commercial and Business Development, AeroFlexx (Mirage News)

What’s next

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

The takeaway

Aveda's partnership with AeroFlexx to introduce a sustainable refill packaging solution sets a new industry standard for how major beauty brands can reduce plastic waste and enhance the customer experience simultaneously, reinforcing Aveda's commitment to environmental responsibility and innovation.