Following three years of close collaboration between Avantium and LVMH Recherche and under LVMH’s offtake agreement with Avantium, Parfums Christian Dior will implement Releaf, Avantium’s brand name for the polymer PEF (polyethylene furanoate) in its packaging.
Dior will be the first in the cosmetics industry to use this100% plant-based material for its primary packaging.
Avantium’s PEF, known under the brand name Releaf, is a fossil-free polymer material, which is fully recyclable through existing recycling streams. Releaf distinguishes itself through performance providing optimal protection for formulations while preserving their qualities.
In October, Avantium officially inaugurated the world’s first commercial plant in Delfzijl, Netherlands. Commercial production is anticipated to commence in 2025.
“LVMH Recherche is thrilled to have collaborated with Avantium on the development of PEF, a game-changing material that promises to reshape the cosmetics packaging industry in the coming years,” stated Karl Pays, director of research at LVMH Recherche.
“Releaf perfectly aligns with Dior’s commitment to reducing its environmental footprint and offering more eco-designed products.”
Véronique Courtois, president and CEO of Parfums Christian Dior, commented: “For Parfums Christian Dior, this launch represents a major milestone in its commitment to incorporating sustainable materials into its products, all while upholding the House’s renowned standards of excellence and sophistication. This partnership with Avantium marks a significant step forward in our journey towards more sustainable practices.”
Tom van Aken, CEO of Avantium, added: “We are excited to see our partnership with Parfums Christian Dior become a reality.
“Using PEF in Dior’s packaging highlights our mutual commitment to a sustainable future and showcases how Releaf can transform the cosmetics industry. For consumers, this means that they can enjoy high-quality, luxurious products that are also environmentally responsible, making a positive impact on the planet and supporting eco- friendly innovation.
