Retail in Asia

A look at Gucci’s first fragrance from recycled carbon emissions

Coty, one of the world’s largest beauty companies, has debuted the first globally distributed fragrance manufactured using alcohol from 100 percent recycled carbon emissions: Gucci Eau de Parfum’s ‘Where My Heart Beats’.

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Available in retailers beginning this month, the latest fragrance in Gucci’s The Alchemist’s Garden collection uses the CarbonSmart™ alcohol from LanzaTech, a carbon recycling technology player.

Coty announced its partnership with LanzaTech in March 2021, beginning production of fragrances made using LanzaTech’s technology in January 2022.

The novel technology process captures carbon from industrial emissions, transforming the emissions into alcohol pure enough to use specifically for fine fragrances. The process, according to Coty and LanzaTech, uses less water and lowers the need for agricultural land, compared to traditional methods of alcohol production.

“Coty is the first company to introduce carbon-captured alcohol into fine fragrances for global distribution. This is an inspiring example for sustainability being the ultimate driver of innovation,” said Dr Shimei Fan, chief scientific and sustainability officer at Coty.

Alcohol is a key ingredient in the production of fragrances, and in employing a new source of alcohol, Coty and LanzaTech aim to offer an innovative solution to help reduce the beauty industry’s environmental impact.

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Part of Coty’s sustainability strategy, Coty launched its first-ever refillable fragrance, Chloé Rose Naturelle Intense Eau de Parfum, in November 2022.