avantium NV, a leading company in renewable and circular polymers, announces a collaboration with Christian Dior Perfumes, iconic signature of the LVMH Group (Moët Hennessy Louis Vuitton). After three years of close collaboration between Avantium and LVMH Recherche and under the purchase agreement between LVMH and Avantium, Parfums Christian Dior will implement Releaf®, Avantium's brand for the PEF polymer (polyethylene furanoate), in its packaging. Dior will be the first in the cosmetics industry to use this cutting-edge material, 100% vegetable, for its primary packaging.
Avantium's PEF, known under the brand name Releaf, is a fossil-free polymeric material that is fully recyclable through existing recycling streams. Releaf is distinguished by its exceptional performance, offering optimal protection for formulas while preserving their qualities. On Tuesday, October 22, 2024, Avantium officially opened the world's first commercial plant in Delfzijl (Netherlands).
“LVMH Recherche is delighted to have collaborated with Avantium in the development of PEF, a revolutionary material that promises to transform the cosmetics packaging industry in the coming years,” he said. Karl Pays, research director at LVMH Recherche. “Releaf aligns perfectly with Dior’s commitment to reducing its environmental footprint and offering more eco-designed products.” Veronique Courtois, President and CEO of Parfums Christian Dior, comments: “For Parfums Christian Dior, this launch represents an important milestone in its commitment to incorporating sustainable materials into its products, while maintaining the House’s renowned standards of excellence and sophistication. This partnership with Avantium marks an important step forward on our journey towards more sustainable practices.”
Tom van Aken, CEO of Avantium, adds: “We are delighted to see our partnership with Parfums Christian Dior become a reality. The use of PEF in Dior packaging underlines our mutual commitment to a sustainable future and demonstrates how Releaf can transform the cosmetics industry. For consumers, this means they can enjoy high-quality, luxurious products that are also environmentally responsible, creating a positive impact on the planet and supporting green innovation.”