Our next step in responsible packaging


How we’re pioneering responsibly sourced, paper-based sample sachet.

This Earth month, beginning in the European Union and United Kingdom before expanding to other markets, we’re excited to debut one of our most groundbreaking innovations yet. The importance of nature and protecting our planet, especially within the beauty industry, is immeasurable. Helping care for our Earth while crafting formulas that care for you remains core to who we are.

Since our founding, we’ve taken pride in our legacy as an industry trailblazer for sustainability innovations and eco-responsible beauty—always questioning what more we can do to prioritise our planet. Read on to discover our newest development (a prestige beauty industry first!) in sustainability.


Packaging pioneers


We’re thrilled to share that we’ve developed our latest packaging innovation that’s not just a step forward for us, but for the entire prestige beauty industry. In partnership with leading packaging provider and woman-owned-business Xela Pack, we’ve spent the past three years creating the first-ever paper-based, recyclable beauty sample sachet available in the European Union and United Kingdom: a development that seeks to minimise impacts related to waste disposal, and other environmental impacts (at least 36% less water usage and 37% less emissions compared to the multilaminate sachets commonly used in the industry).

This innovation will be available across the EU and UK beginning in April, just in time to celebrate Earth Month 2022.


Responsible packaging for better hair days


For this launch, our 10ml packettes will feature our award-winning, 100% vegan botanical repair strengthening shampoo and conditioner. That means, with these new samples, you can feel good that these sachets are recyclable while creating stronger hair with a bond-building hair repair routine.

Free from silicones and sulfate-cleansers, our botanical repair strengthening shampoo harnesses 94% naturally-derived ingredients1 to gently cleanse your hair while strengthening and repairing each strand from the inside out. Follow that up with our botanical repair strengthening conditioner and watch as your hair instantly detangles while it’s conditioned—preventing breakage and leaving you with softer, smoother, healthier-looking hair.

Plus, each sample will infuse your hair with our signature pure-fume aroma, featuring certified organic ylang-ylang, rose and marjoram as well as other pure flower and plant essences. Helping to protect the planet never smelled so sweet.


Rooted in nature


Every action we take and product we develop is done in alignment with Aveda’s mission of care for the earth and its inhabitants. We find inspiration for doing so in nature and believe that nature is not merely something to be cherished and protected, but also should be emulated as a model of sustainability.

“At Aveda, we understand the relevance of sampling our products; in-line with our Mission, and without compromise on product quality or consumer experience. I am extremely proud of our 3-year development partnership with Xela Pack to deliver this breakthrough sampling innovation. We look forward to expanding this technology to other markets and categories in the near future,” shares Edmond Irizarry, Executive Director Global Packaging Development at Aveda.

We believe there is no responsible alternative to doing business other than through the pursuit of environmental sustainability and this belief guides our decisions. We also believe that profit and environmental responsibility will increasingly work together as more industries find out that "nature works"—for both sustainability and high-performance formulas. It’s our hope that the use of this locally recyclable sample packaging will inspire further change within the industry while delivering you the award-winning results you know and love.



Strengthen your routine and try our new recyclable sachets.





1Per ISO standard. From plant, non-petroleum minerals or water.