Joint Venture & Partnerships

LVMH Joins the PEFerence Consortium (FREE)

LVMH Beauty joins Avantium’s PEFerence consortium to develop sustainable packaging for Perfumes and Cosmetics. This is a FREE article.

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.

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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.

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”.

Claude Martinez Executive President and Managing Director, Beauty Division of LVMH Group.

“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”.

Avantium CEO Tom van Aken

About the PEFerence consortium

The PEFerence consortium is a consortium of reputable industrial companies and brand owners: LEGO System AS, Henkel AG & Co. KGaA,, Spinverse Innovation Management Oy, Tereos Participations SAS, ALPLA Werke Alwin Lehner GmbH & Co. KG, nova-Institut für politische und ökologische Innovation GmbH, Nestec SA, Carlsberg Group, OMV Machinery Srl, Worley, Kebony AS and Avantium.

This project has received funding from the Bio-based Industries Joint Undertaking (JU) under the European Union’s Horizon 2020 research and innovation programme under grant agreement No 744409.

The JU receives support from the European Union’s Horizon 2020 research and innovation programme and the Bio-based Industries Consortium.



LVMH Beauty joins Avantium’s PEFerence consortium to develop sustainable packaging for Perfumes and Cosmetics

Personal Remarks

Giving EU grants to Avantium was probably the best allocation of EU tax payer money possible.

The EU must have given something like € 50 or 100 millions to Avantium, maybe more.

The EU should give a Billion euros to Avantium. Let me re-phrase this: EU tax payers should make the donation directly to Avantium.

The European Commission should give a floor of the Berlaymont Building to Avantium to base their headquarters.

In Addition, Avantium is a very generous company. They give so much back to communities; they send back the elevator as we call it in the jargon.

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