Multinational beauty corporation Coty launched its first production of perfumes made from carbon captured ethanol in Spain.
The company plans to roll out more perfumes made using this technology in other countries around the world in the next few months.
Coty’s new line of sustainable fragrances are the fruit of a two-year collaboration between Coty scientists and the carbon recycling firm LanzaTech that has already made huge steps in spreading its unique technology globally by cultivating partnerships with industry leaders around the world.
As a result of their joint efforts, they were able to provide high-purity ethanol made and purified only from captured carbon emissions.
Traditional sourcing of ethanol is typically always associated with agricultural land and water, as both are necessary components in growing sugar beet and sugar cane – the two primary sources of ethanol.
The newly-developed carbon captured ethanol alleviates the need for both.
Coty’s ambition was to start using a sustainable ethanol alternative and start incorporating it in most of its perfume portfolio by 2023, which includes famous luxury brands, such as Hugo Boss, Burberry and Gucci.
And now that production has already started at its manufacturing site in Spain, it looks like Coty has gone ahead of its goal.
The first perfumes made from carbon captured ethanol are expected to hit stores already this year, however, Coty has not yet disclosed which brands will have the first run.
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Coty’s carbon-captured ethanol has been trademarked CarbonSmart and is sourced from waste CO gasses emitted by carbon-intensive industries, such as oil refineries.
Hence, the company’s decision to develop and use this product not only makes its own operations greener and more sustainable, it also lowers the environmental impact of other sectors.
It is also part of the beauty major’s broader Beauty That Lasts sustainability strategy, which sees the company reducing the carbon emissions across its entire value chain by 30% by 2030.