Aveda, The Estee Lauder Companies' (ELC) high-performance, plant-based hair care company with a mission of sustainability, late last year partnered with co-packer, packaging supplier, and woman-owned business Xela Pack in the development of what the stakeholders say is prestige beauty's first-ever paper-based, locally recyclable sachet or packet. Also involved in the partnership is Gentile Packaging Machinery (GPM), the OEM responsible for the form/fill/seal-style machinery built to run this proprietary package format. The two affiliated packaging supply companies serve as a single-entity contract packager to form, fill, and seal the Xela Pack-style sample packs on GPM Machinery. Aveda says the new pack design is a superior solution for sampling applications. In addition to being curbside recyclable by European and U.K. consumers at the end of the sample pack's life, the packets have been designed with sustainability in mind. They were studied in detail through a peer-reviewed life-cycle assessment, which calculated a reduction of 36% to 68% in water consumption and 37% to 64% in emissions [CO_2 equivalent] when compared to multilayer laminated structures commonly used in the industry. Such sachets are typically made by combining layers of polyester, polyethylene, and aluminum, and they are not commonly curbside recyclable due to their laminated multi-layer construction, flexible nature, and small sizes.
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