Avantium’s Releaf product enters cosmetics industry

Circular polymers company Avantium N.V., Amsterdam, has announced a partnership with French fashion and perfume designer Parfums Christian Dior, part of the LVMH Group (Moët Hennessy Louis Vuitton), in which Avantium’s Releaf brand of polyethylene furanoate (PEF) polymer will be used in Dior packaging.

Avantium says its Releaf PEF is a fossil-free polymer material that is fully recyclable through existing recycling streams and offers optimal protection for formulations while preserving their qualities.

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“LVMH Recherche is thrilled to have collaborated with Avantium on the development PEF, a game-changing material that promises to reshape the cosmetics packaging industry in the coming years,” says 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, CEO of Parfums Christian Dior, says the product launch represents a major milestone in the luxury brand’s commitment to incorporating sustainable materials into its products while upholding its “renowned standards of excellence and sophistication.”

Avantium CEO Tom van Aken adds, “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.”

LVMH Recherche, part of the LVMH Group and a cosmetics designer, says it worked with Avantium for three years to develop packaging under an offtake agreement between Avantium and LVMH.