Aveda is the first prestige beauty brand to commercialize AeroFlexx’s curbside recyclable packaging refill technology globally, which refills have a lightweight, integrated airframe structure that uses up to 70% less plastic than two 250ml Aveda bottles. It also supports a streamlined recycling process. It is the first prestige beauty brand to use AeroFlexx’s refill packaging, designed to be sustainable & consumer-friendly.
It has announced a partnership with sustainability-driven packaging leader AeroFlexx to introduce a new refill packaging innovation.
According to Towards Packaging, the lightweight curbside recyclable refill technology market is projected to experience significant growth, with estimates suggesting the market size will increase from USD 13.86 billion in 2026 to approximately USD 37.83 billion by 2035, representing a compound annual growth rate (CAGR) of 11.8% from 2026 to 2035. Growth is driven by the growing preference among consumers for products that are environmentally friendly and reduce waste. This demand is being met by manufacturers who are adopting lightweight and recyclable materials. Innovation in recycling processes and material science is optimizing material recovery, leading to higher efficacy in converting curbside recyclable packaging back into usable materials.
Director, Global Packaging Development at Aveda, Nicole Call, stated, “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.”
Aveda is Leaping Bunny approved by Cruelty Free International and a certified B Corporation, meeting high verified standards of social and environmental performance, transparency, and accountability. Aveda products are available in more than 45 markets worldwide across freestanding stores, partner salons, speciality retailers, and on aveda.com. It uses botanical technologies and green chemistry and combines the principles of modern science and the ancient art of Ayurvedic healing. It creates vegan, plant-powered, high-performance products for hair, skin, and body.
It is an integrated, end-to-end liquid packaging company revolutionizing sustainable solutions across a broad range of categories, including personal care, household products, baby care, pet care, food, and industrial applications. It transforms the packaging landscape by combining the advantages of flexible and rigid formats into a highly customizable offering that functions as both a primary package and a premium refill option.
The result is a differentiated consumer experience, enhanced brand value, and industry-leading sustainability benefits.
A recent report by Towards Packaging highlights that the Lightweight Curbside Recyclable Refill Technology Market is witnessing growth, including the increasing use of biodegradable and recyclable materials, the need for lightweight packaging compatible with curbside collection systems, and the shift towards modular designs and intelligent dispensing systems.
North America dominates the market, driven by the increasing demand for sustainable packaging solutions. This technology, particularly in the beauty industry, is expected to see rapid adoption and growth due to the region's focus on environmental sustainability and regulatory pressures.
The Asia-Pacific region is the fastest region with demand for curbside-recyclable paper packaging, driven by consumer preferences for environmentally friendly products and brands, as well as regulatory pressures for reduced plastic waste.
19 May 2026
19 May 2026
19 May 2026
19 May 2026