Parfums Christian Dior adopts Avantium’s Releaf for sustainable packaging

NETHERLANDS – Avantium has joined forces with Parfums Christian Dior, part of the LVMH Group, to introduce Releaf, a fully plant-based polymer known as PEF (polyethylene furanoate), into its packaging lineup.

Avantium N.V., a pioneer in renewable and circular polymers, collaborated closely with LVMH Recherche over the past three years to bring this innovative material to life.

Under LVMH’s offtake agreement, Parfums Christian Dior will become the first luxury cosmetics brand to incorporate Releaf into its primary packaging.

Releaf is a fossil-free, fully recyclable polymer designed to provide robust protection for formulations while maintaining product integrity.

Avantium recently inaugurated the world’s first commercial-scale PEF production plant in Delfzijl, Netherlands. Commercial production is expected to commence in 2025.

Karl Pays, Director of Research at LVMH Recherche, commented, “LVMH Recherche is thrilled to have collaborated with Avantium on PEF, a material set to transform cosmetics packaging in the years ahead.”

He added that Releaf aligns perfectly with Dior’s commitment to minimizing its environmental footprint.

Véronique Courtois, President and CEO of Parfums Christian Dior, highlighted the importance of this development, stating, “For Parfums Christian Dior, this launch marks a significant step in our journey toward more sustainable practices, without compromising the House’s standards of excellence.”

Expanding FDCA and PEF technology in Asia

In addition to its partnership with LVMH, Avantium has entered a strategic alliance with SCG Chemicals Public Company Limited (SCGC) to drive the adoption of FDCA and PEF technologies in Asia.

SCGC, through SENFI Ventures, is a key investor in Avantium and collaborates on CO2-based polymer technology.

Following a strategic intent letter signed in early 2024, Avantium and SCGC are expanding their efforts, working with regional and global brands to validate FDCA and PEF applications in the Asian market.

Avantium’s secured capacity reservations and offtake agreements in key markets, including rigid packaging and apparel, support this initiative.

SCGC’s Chief Operations and Innovation Officer, Dr. Suracha Udomsak, emphasized the significance of this collaboration, “Our goal is to lead in sustainable and green innovation. Avantium’s green technology expertise and SCGC’s presence in Asia form a strong foundation for this initiative.”

Avantium CEO Tom van Aken echoed this sentiment, “We are excited to deepen our partnership with SCGC, whose shared commitment to sustainability will advance our global commercialization strategy for FDCA and PEF technologies.”

Sign up to receive our email newsletters with the latest news updates and insights from Africa and the World HERE