Perfumery remains an experimental ground for fragrance innovation, from carbon-negative ethanol to bioengineered naturals.

LVMH, which counts blockbuster scents such as Guerlain’s Shalimar, Christian Dior’s J’Adore, and Maison Francis Kurkdjian’s Baccarat Rouge 540 (since the house’s acquisition in 2017) to its product portfolio, has agreed to a multiyear capacity reservation agreement with carbon-negative materials company Origin Materials. The aim of the partnership is to develop carbon-negative PET packaging, derived from sustainable wood residues and just as recyclable as its fossil-based counterpart, for the conglomerate’s perfumes and cosmetics.

The material is also easily processable using existing recycling infrastructures, an important aspect given the fact that recyclable PET needs specific facilities for processing which are not easily accessible to all consumers. “At LVMH, with our Life 360 program, we made the decision that our packaging will contain zero plastic from virgin fossil resources in a near future. Origin’s bioplastic technologies are playing a crucial role in helping LVMH achieve our sustainability targets without any compromise on quality,” says Executive President & Managing Director at LVMH Beauty, Claude Martinez.

Origin Materials, founded in 2008, already produces recycled, plant-based PET bottles for the likes of Nestlé Waters, Danone, and PepsiCo, with applications of its product materials produced from non-food biomass in the toy, clothing, textiles, and car parts markets. This initiative presents the next chapter of its efforts in the luxury cosmetics realm. “Our mission of enabling the world’s transition to sustainable materials as fast as possible is completely aligned with LVMH’s ambitious environmental initiatives,” comments Origin Materials co-CEO Rich Riley. “We look forward to helping LVMH reduce its carbon footprint and achieve its sustainability goals while continuing to deliver superior product experiences to its customers.”