Fragrance frontiers: Clean tech, Symrise’s green success and a Kardashian perfume debut

21 Dec 2023 --- Clean Beauty Collective, Starco Brands and Symrise celebrate making waves with their contributions to the perfume sector. From innovative clean fragrance technology to achieving milestones in sales and receiving prestigious sustainability awards, these brands are shaping the future of the perfume industry.

Additionally, American media personality Khloe Kardashian is readying for her entry into perfumery, partnering with Luxe Brands.

Innovative technology for clean perfume
Clean Beauty Collective unveils its latest Clean Reserve H2eau collection of water-based fragrances with its Clean Reserve H2eau Hydro-Tec technology.

Water-based perfumes historically struggled with stickiness and a short lifespan on the skin but Clean Reserve H2eau is said to defy this norm due to its “long-lasting allure”, catering to sensitive skin, absorbing quickly and leaving behind a soft, hydrated feel without irritation.

Breaking tradition, Clean Reserve H2eau is ethyl alcohol-free and seen as a a gentle alternative to conventional perfumes. It is cruelty-free, and Clean Beauty Collective ensures its ingredients are responsibly sourced.Clean Beauty Collective unveils its latest Clean Reserve H2eau collection.

Proprietary renewable core tech
Developed in collaboration with Takasago International Corporation, Clean Reserve H2eau introduces Hydro-Tec, a proprietary technology tested in labs and real-world scenarios.

Consumer feedback revealed an 88% rating of it as revolutionary.

The product is packaged in sustainable, recyclable materials and crafted in solar-powered facilities. In choosing partners committed to sustainable practices, Clean Reserve H2eau uplifts local farmers and communities.

“Clean Reserve H2eau demonstrates our commitment to innovation and sustainability. This product represents a leap forward in clean fragrance technology, demonstrating that luxury and environmental responsibility can coexist harmoniously,” says Greg Black, CEO of Clean Beauty Collective.

For the fifth consecutive year, Clean Beauty Collective partnered with EarthDay.org to safeguard oceans and their inhabitants. In alignment with Earth Day 2024’s theme, “the planet against plastics,” the collaboration advocates for a 60% reduction in plastic production by 2040.

“Record-breaking” clean perfume sales
In other news, Starco Brands unveils the financial performance of Skylar, a maker of clean fragrances. Acquired ten months ago, Skylar integrated into the Starco Brands portfolio and has marked a “historic milestone” with its most profitable quarter ever in Q3 2023.Skylar’s latest Sunkissed Dahlia is a romantic, warm floral scent with subtle fruity undertones.

“We are thrilled with Skylar’s extraordinary performance since joining the Starco Brands family. This success story is a testament to our strategic vision and the team’s relentless pursuit of innovation and excellence. Skylar’s record-breaking quarter is not just a milestone for the brand but a clear indication of our ability to identify and cultivate brands with immense potential,” says Ross Sklar, CEO at Starco Brands.

“Our focus on synergizing operations, optimizing marketing strategies and strengthening retail partnerships has been instrumental in this achievement. As we continue to grow, we remain committed to Skylar’s core values of sustainability and well-being, ensuring that every step is a stride toward a better future.”

The company says Skylar “significantly” boosted revenue in a record-breaking third-quarter. The brand doubled its sales on Amazon and witnessed a surge of over 45% at Sephora compared to the previous year.

Behind Skylar’s success
This year, Skylar upgraded its marketing with a strong emphasis on digital engagement.

Its digital marketing campaign featured influencer partnerships in the beauty and wellness sectors. Skylar says authentic endorsements and reviews from critical influencers led to increased conversion rates, brand visibility across social media and customer loyalty.

Skylar also focused on efficiency with cost-cutting, implementing process improvements and technology enhancements, and creating more agile operations.

Lastly, collaborations with retail giants Amazon and Sephora played a pivotal role in Skylar’s sales growth. Exclusive product launches and targeted marketing campaigns tailored to each platform’s customer base were instrumental.

Upcycled, green perfume molecule
Lilybelle by Symrise clinches the prestigious recognition for “Best Sustainable Ingredient for Fragrance.” The lily of the valley scent was honored at the Barcelona Perfumery Congress.

Symrise says its eco-friendly perfumery marks a stride in the quest for innovative, environmentally-conscious fragrance creation.Symrise won an award for Lilybelle, a sustainable fragrance ingredient.

“This award shows our dedication to sustainability and innovation,” says Susanne Borchert, senior global marketing manager at Symrise. “We wanted to develop a special fragrance ingredient for this odor sector. It should offer sustainable aspects and be an alternative to traditional ingredients removed from the perfumery palette. We feel delighted that such a prestigious platform has recognized our efforts.”

Lilybelle is made from green chemistry — crafted from D-limonene, a by-product of the orange juice industry. This is a sustainable, biodegradable and upcycled ingredient.

Apart from the floral lily of the valley notes, the aroma molecule intertwines ozonic-green, watery and airy undertones.

“This award reinforces our strategy toward sustainability in the fragrance industry,” adds Dr. Marcus Eh, SVP of global marketing of the Aroma Molecules Division at Symrise. “It affirms our role as a leader in innovative and environmentally conscious fragrance solutions. We remain committed to pioneering products that meet and exceed industry standards for sustainability and performance.”

Recently, Symrise launched a new chapter in the Middle East market with the opening of Jardin Arabia, its new creative center dedicated to fine fragrance.

Khloe Kardashian readies for perfumery debut
Luxe Brands, the company behind Ariana Grande’s Cloud Pink perfumes, partners with Khloe Kardashian for a fragrance launch next year.

“Doing the whole fragrance — picking the liquid, the color, the bottle — I’ve experienced before, but I’m in such a different place in my life now,” Kardashian tells WWD.

“I’m older, I’m wiser. In business, I don’t look to loan my name out to someone. I’m really hands-on and controlling, which I take as a compliment, and this was the right fit.”

The fragrance notes and packaging are to be announced closer to the launch date.

“It is key for our partner to be totally in lockstep with their audience,” CEO of Luxe Brands, Tony Bajaj, tells WWD. “We have to ensure that any kind of talent shares the same vision and takes an entrepreneurial and forward-thinking approach with us. Khloé happened to be at the top of our list.”

Celebrities are increasingly entering the fragrance space. In September, David and Victoria Beckham each introduced fragrance collections under their brands.

In August, Clean beauty brand Florence by Mills, created by Stranger Things actress Milly Bobby Brown, entered the fragrance industry with its first-ever perfume, Wildly Me.

Singer-actress Sabrina Carpenter also released Sweet Tooth: Caramel Dream in partnership with Scent Beauty.

By Venya Patel

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