International Flavors & Fragrances Inc. has claimed a new benchmark for fragrance sustainability with the release of what it calls “the first-ever Cradle to Cradle Certified fragrance,” PuraVita. The fragrance, which has notes of green apple, wood, apricot and vanilla, is described as a proof of concept for an innovative approach to sustainable fragrance creation. IFF says PuraVita is a model for what can be achieved when perfumers pair creativity with sustainable design principles.
 
“Our new PuraVita fragrance is a clear demonstration of how we are building on our legacy of pioneering firsts, infused with a sustainable mindset, to inspire new possibilities in R&D and product creation,” said Andreas Fibig, chairman and CEO of IFF.
 
The fragrance was launched at the Sustainable Cosmetics Summit in New York City. To create it, IFF partnered with William McDonough and his team at MBDC. McDonough is a leader in the field of sustainable design and the co-author, with chemist Dr. Michael Braungart, of the seminal text, Cradle to Cradle: Remaking the Way We Make Things.
 
“IFF’s announcement of their new Cradle to Cradle Certified fragrance marks a very personal and deeply considered moment in the history of products that touch us and appeal to our senses. It is literally the moment to celebrate the sweet smell of success,” said William McDonough.
 
The Cradle to Cradle Certified Product Standard guides designers and manufacturers through a continual improvement process that looks at a product through five categories — material health, material reutilization, renewable energy and carbon management, water stewardship, and social fairness. A product receives an achievement level in each category — Basic, Bronze, Silver, Gold, or Platinum — with the lowest achievement level representing the product’s overall mark.
 
PuraVita is Cradle to Cradle Certified at the Gold level and IFF has earned a Platinum level Material Health Certificate for the fragrance.