LVMH Beauty joins Avantium’s PEFerence consortium to develop sustainable packaging for perfumes and cosmetics

 Avantium N.V., a leading technology company in renewable chemistry, announces that world luxury goods leader LVMH Group (Moët Hennessy Louis Vuitton) and Avantium have agreed to further explore the potential of Avantium’s 100% plant-based, recyclable polymer PEF (polyethylene furanoate), as a sustainable packaging solution for LVMH beauty brands. To this end, LVMH beauty will be the first luxury cosmetic company to join the PEFerence consortium, further enabling the commercial introduction of PEF to the Cosmetics market.

The PEFerence consortium, coordinated by Avantium, aims to replace a significant share of fossil-based polyesters with the novel, sustainable polymer PEF. PEF is a plant-based, highly recyclable plastic, with superior performance properties compared to today’s widely used petroleum-based packaging materials. Joining the PEFerence consortium supports the ambitions of LVMH Group’s social and environmental strategy “LIFE 360” (LVMH Initiative for the Environment), and the company’s target of zero plastic from virgin fossil feedstock.  

“LVMH Beauty is always looking for sustainable materials with superior performance for our luxury products as part of our sustainability strategy,” says Claude Martinez executive president and managing director, Beauty Division of LVMH Group. “The environmental and performance features of PEF are unique and very promising to meet our sustainable packaging goals”, which is why LVMH Beauty decided to join the PEFerence consortium. Together, with the other PEFerence consortium partners, we aim to shape this next-generation, fully circular and sustainable packaging material”.

Avantium CEO Tom van Aken comments: “We are pleased with the decision of LVMH to join the PEFerence consortium, demonstrating the importance of our mutual work to develop packaging solutions for a circular and sustainable future. We look forward continuing and expanding our collaboration with LVMH Beauty for many years to come”.