IFF has unveiled its first ever Cradle to Cradle Certified fragrance. The launch of PuraVita was announced exclusively to the industry at the Sustainable Cosmetics Summit, held in New York on Thursday.

PuraVita sets a new benchmark for fragrance sustainability, having been graded ‘Gold’ on Cradle to Cradle’s five categories of sustainability, namely material health, material reutilization, renewable energy and carbon management, water stewardship and social fairness, with IFF picking up a Platinum certificate for the fragrance in the Material Health category.   

“PuraVita is a breakthrough in fragrance creation for IFF and for the industry at-large,” said Nicolas Mirzayantz, Group President, Fragrances. “With our strategic vision, ambition, and desire to make a difference, our perfumers and research teams are satisfying the unmet needs of consumers around the world.”

“With the introduction of its new fragrance, IFF is pioneering a whole new category of Certified products,” added Lewis Perkins, President of Cradle to Cradle Products Innovation Institute.  “More than a ground-breaking step for Cradle to Cradle Certified products, the fragrance demonstrates the innovation that occurs when these principles and a vision for moving beyond sustainability converge.”  

PuraVita boasts notes of green apple, wood, apricot and vanilla.