Avantium has signed an agreement with luxury goods conglomerate LVMH Group (Moët Hennessy Louis Vuitton) to secure a fixed volume of the plant-based, fully recyclable polymer polyethylene furanoate (PEF) for their cosmetics packaging. It is hoped to be a step towards the commercial launch of a new and sustainable packaging material.
Avantium’s new FDCA Flagship Plant is currently under construction; the company claims it to be the world’s first commercial plant to produce furandicarboxylic acid (FDCA) from plant-based sugars. FDCA is an essential component in creating PEF, which they say is a stronger and more protective material than the average petroleum-based plastic – leading to superior product protection and reducing the amount of packaging required in any one product.
Reportedly, trials of PEF packaging for LVMH beauty brands such as Parfums Christian Dior, Givenchy Parfums and Guerlain have been successful. Packaging the products in this material is hoped