The Estée Lauder Companies Inc.
04/28/2025 | Press release | Distributed by Public on 04/28/2025 06:57
Aveda Announces Improved Innovation of Paper-Based, Recyclable Sachets, Now Offered Globally
Aveda Announces Improved Innovation of Paper-Based, Recyclable Sachets, Now Offered Globally
At The Estée Lauder Companies (ELC), we're committed to sustainability throughout the product journey, and Aveda's redesign reflects Aveda's continuous dedication to responsible packaging solutions.
Company Feature, Apr 28, 2025
Aveda, the vegan purpose-driven pioneer of high-performance hair care with a deep commitment to sustainability, is proud to announce the global rollout of its newly redesigned sample sachets. This redesign reflects Aveda's continuous dedication to responsible packaging solutions while maintaining high quality products and prioritizing user experience.
Building upon the launch of its first paper-based, locally recyclable sachet in 2021, Aveda has worked on improving this design to scale sampling globally and is pleased to announce its first globally recyclable sample sachet. Aveda's ongoing collaboration with supplier Xela Pack has resulted in a generous sample package, thoughtfully crafted from recyclable FSC-certified paper and designed to reduce plastic use by more than 80% compared to Aveda's 10ml plastic tubes. Xela Pack actively manages its forest resources to optimize carbon capture. For every tree harvested, 2 others are planted.
Aveda Botanical RepairTM Bond-Building Pre-Shampoo Treatment
Aveda has long been an industry sustainability leader in delivering luxury package design and innovations-it was the first beauty company to use 100% post-consumer recycled (PCR) PET in a product package, and now 95% of its PET bottles and jars are 100% PCR. Now, Aveda is celebrating the evolution of its paper-based sampling solutions, further reducing plastic use and expanding recyclability. With this milestone, Aveda hopes to continue inspiring a shift toward packaging solutions that honor the Earth, which is a core tenet of its values.
Nicole Call, Director, Global Packaging Development, Aveda, said, "The redesign and global expansion of these sachets represents a powerful multiyear collaboration driven by the intersection of innovation, design for sustainability principles, and our desire to create meaningful experiences for our customers worldwide. We are proud to demonstrate that sustainability and high performance can go hand-in-hand, and it's our hope that by integrating principles of recyclability and sustainability in packaging, we can continue to inspire meaningful change within the beauty industry."
Carolynn O'Connor, Director of Sales at Xela Pack said, "It was a privilege to collaborate with the Aveda team on the development of our latest paper-based packaging solution, engineered with fiber recovery at the forefront. Our objective was to create a material that meets the 80% threshold for reclaimable fibers while maintaining essential attributes, such as product protection, function and aesthetic appeal. By leveraging the expertise of our innovation team, in partnership with our material supplier and Aveda, we successfully developed a sustainable packaging solution that meets these critical requirements."
At ELC, we believe that beauty and sustainability can go hand in hand. From sourcing raw ingredients to helping shape our products' end-of-life, we strive to elevate the consumer experience while prioritizing quality, sustainability, and safety across our portfolio of prestige beauty brands. In accordance with its founding mission to care for the world, Aveda has pioneered and established new benchmarks of environmental responsibility in beauty for decades. Aveda prioritizes environmental leadership and responsibility across its entire business, with special emphasis on vegan and Leaping Bunny Approved formulas, as well as sourcing, packaging, and manufacturing responsibly. Further, Aveda is a certified B Corporation, meeting high verified standards of social and environmental performance, transparency, and accountability. In addition, Aveda's partnership with charity: water helps protect and provide clean water access to people in need.
The new globally recyclable, paper-based sample sachet began its global rollout in February with the launch of Aveda's Botanical Repair Bond Building Pre-Shampoo Treatment. Aveda will be expanding this sampling technology to additional products later this year.