Amsterdam-headquartered renewable chemistry technology company Avantium announced on August 17 that it has signed an offtake agreement with luxury group LVMH to supply plant-based PEF (polyethylene furanoate) from Avantium’s Flagship Plant. The material will be used for LVMH Group’s cosmetic packaging.
Avantium’s Flagship Plant, the world’s first commercial plant to produce FDCA (furandicarboxylic acid) from plant-based sugars, is slated to begin operations in 2024, enabling the commercial launch of PEF.
The company claims PEF is 100% plant based, fully recyclable and outperforms conventional fossil fuel-based materials.
Earlier this year, LVMH’s research group joined the PEFerence consortium, coordinated by Avantium to connect with other leading brands and value chain partners for the commercialisation of PEF.
The two companies worked together to study the potential of Avantium’s PEF as a viable sustainable solution for LVMH beauty brands, which include Parfums Christian Dior, Givenchy Parfums, Guerlain and many others. After successful tests, LVMH Perfumes & Cosmetics Houses has made the decision to sign an offtake agreement.
Claude Martinez Executive President and Managing Director, Beauty Division of LVMH Group, said: “As part of our social and environmental strategy “LIFE 360” (LVMH Initiative for the Environment), LVMH Beauty is always looking for sustainable materials with superior performance for our luxury products.
“The environmental and performance features of PEF are unique and meet our sustainable packaging goals without any compromise on quality. We are pleased to collaborate with Avantium and help to enable the commercial introduction of PEF to the cosmetics market.”
Tom van Aken, CEO of Avantium, said: “We are delighted that LVMH has adopted PEF as a sustainable solution for its cosmetics packaging. We look forward to supporting LVMH’s sustainability strategy “LIFE 360” and the company’s target of zero plastic from virgin fossil feedstock, while delivering a high-quality, innovative packaging material that the luxury consumers of LVMH may expect.”