Gucci launches perfume with alcohol entirely from recycled carbon dioxide

Seeking advances in sustainability in the world of perfumery, the Italian brand gucci surprised everyone with its new release this month. The fragrance baptized as “Where My Heart Beats“ contains white peony, violet leaves and white musk in its composition, in addition to being developed and manufactured with 100% alcohol from recycled carbon emissions.

The fragrance developed by Lanzatech, a company that develops products and services with clean technology, which reduces negative environmental impacts. The perfume is the first in the world to be manufactured with carbon captured from the atmosphere, through a technology capable of removing, recycling, purifying and converting greenhouse gases into alcohol.

despite the coty – company that holds the license for Gucci’s beauty products – already uses ethanol, a key ingredient in the production of fragrances from different raw materials of vegetable origin, such as beetroot and sugar cane, even so, for the process of growing these species, has a negative impact on the environment.

_{Where My Heart Beats, the new Gucci fragrance that uses recycled carbon dioxide as a raw material (Reproduction/Instagram)}

How does the new Gucci fragrance work?

In partnership since 2021 with coty and the Lanzatechan American company, produce ethanol from residual carbon from industrial sources, such as steel mills, that is, instead of large industries and steel mills releasing their emissions directly into the atmosphere of gases that accelerate the greenhouse effect, the partnership between Coty and Lazatech recycles the gases and transforms them into alcohol, through a natural fermentation process: “The whole process takes place in giant reactors and is similar to how beer is made, however, instead of sugar and yeast, we use pollution as a raw material.”, explains Shimei Fan, scientific and sustainability director at Coty.

Coty started its fragrance production using this Lanzatech technology in January 2022, as part of a long-term plan, with the intention to integrate recycled carbon into as much of its portfolio as possible by the end of this year 2023.

Featured Photo: Where My Heart Beats, Gucci’s new fragrance: Playback/Instagram/Gucci/Disclosure