When it comes to fragrance ingredients, biotech ingredients have been gaining plenty of buzz, but there is still plenty of love left for their completely natural counterparts. Brands like Abel, Heretic, and Aftelier Perfumes have built entire brands on these ingredients. According to Market Research Future, the natural fragrance market will be worth $48.3 billion by 2030, with a CAGR of 7.5% over the next six years.
This passion extends to fragrance manufacturers. International Flavors & Fragrances' (IFF) LMR Naturals recently celebrated 40 years of excellence. Givaudan’s Orpur collection of naturals has emphasized exceptional quality and sustainable sourcing for over 20 years. Now the fine fragrance creator is launching House of Naturals, a company umbrella dedicated to developing exclusive ingredients through the pillars of agronomy, innovation, operations, and perfumers.
"There has been a significant shift in consumer preferences towards natural and sustainable products. Consumers are becoming more conscious about the ingredients used in the products they use, including fragrances. They are seeking products that are derived from natural sources and have minimal environmental impact," Maxence Billas, head of House of Naturals, tells BeautyMatter. "Furthermore, by directing research efforts towards natural fragrance ingredients, Givaudan can stay ahead of regulatory changes and ensure compliance with evolving standards. By investing in research and development of natural fragrance ingredients, Givaudan can stay competitive in the market and meet the evolving needs and preferences of consumers."
By focusing on structural and operational improvements, “from field to fragrance” as the company states, the company is looking to push the potential of natural ingredients and perfumery. “House of Naturals reflects Givaudan’s ambition to surpass the limits of ingredients mastery. With our future centre of excellence, Campus 52, that will be based in the heart of Grasse, we anchor ourselves in this territory where perfumery history and expertise converge,” Xavier Renard, Global Head of Fine Fragrances, adds. “This new, creative innovation space is part of our strategy in addressing and anticipating our customers’ search for outstanding fragrances. Further investments are planned in the future.”
The pillar of agronomy, exemplified by expertise sharing and responsible sourcing, will be supported by the work of Givaudan’s Sourcing4Good program, which aims to have 100% of the company’s services and materials sourced responsibly by 2030, emphasizing positive community impact, reducing environmental footprints, improved working conditions, and preserving wild harvest supply chains.
House of Natural’s innovation arm will champion the mobile blossom[lab], a laboratory allowing for onsite extraction of ingredients for optimal quality and freshness, traveling Givaudan’s harvesting network of Grasse, Egypt, Sulawesi, and Indonesia. The pillar will also focus on the development of greener extraction methods.
The refinement of ingredients and an upholding of excellent product standards will be addressed through House of Natural’s operations branch. Lastly, through perfumers’ involvement in every step of the ingredient harvesting, processing, and utilization, Givaudan is hoping to inspire new creative avenues.
“Our objective is to reach an unmatched level of uniqueness and quality when it comes to our scents, by combining our teams’ expertise and creativity,” explains Maxence Billas, Head of the enterprise. “House of Naturals will embrace and find inspiration in pioneering technologies leveraged across various industries, in turn paving the way for unlimited opportunities.”
