Dior Parfums to use Avantium’s PEF for sustainable packaging

Avantium N.V. announced its groundbreaking collaboration with Parfums Christian Dior, an iconic Maison from LVMH Group, on its cosmetics packaging.

Parfums Christian Dior aims to implement more recycled and fossil-free materials in its packaging. (Source: Dior)

After three years of close collaboration between Avantium and LVMH Recherche and under LVMH’s offtake agreement with Avantium, Parfums Christian Dior will implement Avantium’s polymer PEF (polyethylene furanoate) – Releaf – in its packaging.

Dior will mark the first cutting-edge, 100% plant-based material in the primary packaging in cosmetics industry. This move will also reshape the cosmetics packaging industry in the coming years.

“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,” said Véronique COURTOIS, President and CEO of PARFUMS CHRISTIAN DIOR.

Releaf is a fossil-free polymer material, which is fully recyclable through existing recycling streams. The PEF features exceptional performance, providing optimal protection for formulations while preserving their qualities.

On October 22, Avantium officially inaugurated the world’s first commercial plant in Delfzijl, Netherlands. Commercial production is anticipated to commence in 2025.

“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,” said Tom van Aken, CEO of Avantium.