counters last summer. But in the face of increasing consumer demand, the question remains: How can sustainability practices go beyond refill options for a few major prestige and luxury pillars? What of the hundreds of scents that aren’t blockbusters?
Take emerging perfume company Hermetica. Its refillable green cylinder bottles reflect the brand’s overall environmental commitment: The bottle glass is made of recycled local sand, and the packaging is recycled cardboard with no Cellophane wrapping. Hermetica’s alcohol-free compositions also feature molecules created from natural sources like food waste. Its Jade888, for example, has one derived from discarded orange skins.
Another natural brand with a low environmental impact is Abel, whose fragrances are so clean “you could practically drink them,” jokes Tooley. The aesthetic of Abel’s spare recyclable packaging speaks to this ethos, as does the branding, which is printed using non-toxic vegetable dyes. All this is the antithesis of typical custom bottles, perhaps with a decorative tassel, Swarovski crystal or glittery finish, that dominate the market and come in foil-stamped cartons ornestled in velour—all traditional signifiers of “luxury.” Over the past year, Tooley has seen a definitive consumer pushback. “I think we’re in a transition period of people saying they don’t want all that stuff,” he says. “But part of buying fragrance is still a bit of everything that goes with it.
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