Press release

LVMH Beauty joins the PEFerence consortium of Avantium to develop sustainable packaging for Perfumes and Cosmetics

AMSTERDAM, March 1, 2022, 6:00 p.m. CEST – Avantium NV, a leading renewable chemistry technology company, announces that global luxury leader LVMH (Moët Hennessy Louis Vuitton) Group and Avantium have agreed to further explore the potential of Avantium’s 100% recyclable plant-based polymer PEF (polyethylene furanoate) technology as a sustainable packaging solution for LVMH’s beauty brands. To this end, LVMH Beauty will be the first luxury cosmetics company to join the PEFerence consortium, thus enabling the commercial introduction of PEF in the cosmetics market.

The PEFerence consortium, coordinated by Avantium, aims to replace a significant proportion of polyesters of fossil origin with the new sustainable polymer PEF. PEF is a highly recyclable plant-based plastic, with superior performance properties compared to petroleum-based packaging materials widely used today. Joining the PEFerence consortium supports the ambitions of the LVMH group’s social and environmental strategy “LIFE 360” (LVMH Initiative for the Environment), and the company’s goal of zero plastic from virgin fossil raw materials.

“LVMH Beauty is always on the lookout for sustainable materials with superior performance for our luxury products as part of our sustainable development strategy,” said Claude Martinez Executive Chairman and Chief Executive Officer of the Beauty Division of the LVMH Group. “The environmental and performance characteristics of PEF are unique and very promising to achieve our sustainable packaging goals, which is why LVMH Beauty has decided to join the PEFerence consortium. Together with the other partners of the PEFerence consortium, we aim to shape this next generation, fully circular and sustainable packaging material”.

Tom van Aken, CEO of Avantium, comments: “We are delighted with LVMH’s decision 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 to continuing and expanding our collaboration with LVMH. Beauty for many years to come.”

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 program under grant agreement No 744409. The JU receives support from the European Union’s Horizon 2020 research and innovation program and the Bio-based Consortium of Industries.

Avantium NV, Zekeringstraat 29, 1014 BV Amsterdam, The Netherlands, +31 20 586 8080,

PO Box 2915, 1000 CX, Amsterdam, The Netherlands, [email protected], www.avantium.comC of C: 34138918


Press release

About Avantium

Avantium is a leading technology development company and pioneer in the field of renewable chemistry. Avantium develops new technologies based on renewable carbon sources as an alternative to fossil chemicals and plastics. The company currently has three technologies in the pilot and demonstration phase. The most advanced technology is the YXY® plant-to-plastics technology that catalytically converts plant-based sugars into FDCA (furandicarboxylic acid), a key component of sustainable plastic PEF (polyethylene furanoate). Avantium has successfully demonstrated YXY® technology at its pilot plant in Geleen, the Netherlands, and will begin construction of the world’s first commercial plant for large-scale production of PEF in 2022. The second technology is Ray Technology™ and catalytically converts industrial sugars to vegetable MEG (mono-ethylene glycol): plantMEG™. Avantium is developing its Ray Technology™ and the demonstration plant in Delfzijl, the Netherlands opened in November 2019. The third technology is called Dawn Technology™ which converts non-food biomass into industrial sugars and lignin in order to transform chemicals and materials industries to non-fossil resources. In 2018, Avantium opened the pilot Dawn Technology™ biorefinery in Delfzijl, the Netherlands. In addition to the development and commercialization of renewable chemistry technologies, the company also provides advanced catalysis R&D services and systems to customers in the refinery and chemical industries. Avantium partners with like-minded companies around the world to create breakthrough renewable chemistry solutions from invention to commercial scale.

Avantium shares are listed on Euronext Amsterdam and Euronext Brussels (symbol: AVTX). Avantium is part of the Euronext Amsterdam SmallCap (AScX) index. Its offices and headquarters are in Amsterdam, the Netherlands.

About LVMH Beauty

LVMH Beauty is the Perfumes & Cosmetics division of the LVMH group., a major player in the perfume, make-up and skincare markets, which brings together 15 historical Maisons as well as young brands with strong potential: Parfums Christian Dior, Givenchy Parfums, Guerlain, Fresh, Acqua Di Parma, Benefit Cosmetics, Fresh, Kenzo Parfums, Make Up For Ever, Officine Universelle Buly, Fenty beauty by Rihanna, Marc Jacobs beauty, Maison Francis Kurkdjian, Cha Ling, KVD Vegan beauty, Perfumes Loewe. All are driven by the same values: the search for excellence, creativity, innovation and perfect control of their image.

For more information:


Caroline van Reedt Dortland, Director of Communications, Avantium +31-20-5860110 /+31-613400179,[email protected]

LVMH [email protected]

This Avantium NV press release contains information that qualifies or may have qualified as inside information for the purposes of Article 7 of the Market Abuse Regulation (EU) 596/2014 (MAR).

Avantium NV, Zekeringstraat 29, 1014 BV Amsterdam, The Netherlands, +31 20 586 8080,

PO Box 2915, 1000 CX, Amsterdam, The Netherlands, [email protected], www.avantium.comC of C: 34138918



Avantium S.A. published this content on March 01, 2022 and is solely responsible for the information contained therein. Distributed by Public, unedited and unmodified, on March 02, 2022 08:46:07 UTC.

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