NaturELLE’s Commitment to our Surroundings and Wellbeing

Brands that function with responsibility at their core pave the way for innovation within the fragrance industry. NaturELLE is born from responsible thinking and engaging with communities through give-back programmes. Hanna Coonagh, CEO of the Fragrance Group, discusses with us the sustainable thinking behind NaturELLE.

What does the power of scent mean to you?

The power of scent is a nuanced blend of self-confidence, expression, and the timeless art of memory creation. Choosing a fragrance is more than just a choice; it's a personal declaration of our identity and style, an artistic brushstroke on the canvas of our being. Each scent unveils a distinct facet of ourselves, be it playful, confident, shy, or daring. It's like choosing your character for the day or life.

Some scents are so powerful that they bring back strong memories, making them a special part of important moments in our lives. Embracing the timeless appeal of fragrance is about making lasting memories that reflect the essence of who we are. Whether it's a strong and daring scent or a subtle and classic one, the fragrance we pick becomes a part of how people remember us.

The remarkable aspect of the NaturELLE collection by ELLE Parfums lies in its ability not only to enhance self-expression but also to contribute to global support for women through meaningful Give Back initiatives.

Ingredients are the backbone for fragrance creation, what has ELLE's experience been like in accessing the variety of ingredients available in the industry?

We took a thoughtful and careful approach to selecting ingredients for the NaturELLE collection, prioritising ethical and sustainable practices. We are committed to using only vegan and cruelty-free ingredients, ensuring that each fragrance's key components are sourced in an ethical manner from local communities. This commitment not only reflects our dedication to exceptional quality but also aligns with our core values of social responsibility and environmental consciousness.

Our involvement with local communities goes beyond mere transactions, we establish meaningful partnerships. ELLE Parfums actively supports women facing critical issues, such as domestic violence, in these communities. This comprehensive approach not only enhances the quality and uniqueness of the NaturELLE collection but also emphasises our holistic dedication to making a positive impact on the environment and the lives of those involved in the ingredient-sourcing process.

There are incredible perfumers and fragrance development houses to support the creation of scents, who helped create the scents and how did they capture the brief?

We had the privilege of collaborating with some exceptional perfumers and fragrance development houses in crafting the NaturELLE scents.

IFF played a pivotal role in bringing three of our signature fragrances to life: Anisha, Azra, and Mira. The collaborative process with IFF was nothing short of inspiring. Their team of skilled perfumers not only understood the essence of our brief but also demonstrated an unparalleled commitment to excellence. Working closely with IFF, we shared our vision for each fragrance, detailing the desired notes, emotions, and the overall narrative we aimed to convey. The perfumers at IFF skilfully translated these ideas into olfactory masterpieces, capturing the essence of our brand and the values embodied in the NaturELLE collection.

Additionally, we had the pleasure of collaborating with Technicoflor, who provided us with the alluring Indra scent. The partnership with Technicoflor was characterised by a harmonious blend of creativity and technical expertise. The entire journey was marked by a seamless exchange of ideas, creative energy, and a shared passion for creating scents that resonate with our discerning customers.

Overall, the collaborative experiences with IFF and Technicoflor were not only professionally enriching but also immensely pleasant, offering our customers a sensory journey that goes beyond expectations.

In the fragrance development process of each NaturELLE scent, giving back to communities and the industry is a positive extension of the fragrance. Why is it important to have these programmes in place that support communities?

NaturELLE by ELLE Parfums presents a delightful collection of four fragrances, each linked to a Give Back Programme supporting women and girls in the local communities where its key ingredients are sourced.

Fragrance development often relies on sourcing ingredients from specific local communities, and it is crucial to ensure that these communities benefit from our presence. These programs aim to empower and uplift women and girls in these communities by providing support to women and girls with crucial and potentially life-threatening issues like facing domestic violence and child trafficking, as well as promoting education for girls.

ELLE Parfums is not just about producing exquisite scents, we stand for fostering positive change and leaving a lasting, beneficial impact on the lives of those involved in the entire fragrance supply chain. In summary, having these programs in place is important because they reflect our brand values, contribute to the well-being of the communities we engage with, and reinforce the idea that responsible business practices can make a meaningful difference in both local and global contexts.

What are some examples of the ‘give-back programmes’?

Each fragrance within the NaturELLE collection is paired with a dedicated Give Back Programme, making a positive impact in the communities where its key ingredients originate.

Featuring Turkish Rose and Nashi Pear, the Azra Give Back Programme supports women in the Balkans, providing them with an alternative income source during dry months when traditional agriculture may not be sufficiently profitable.

The Mira Give Back Programme is committed to empowering girls in Madagascar, the origin of the Vanilla in the Vanilla and Praline fragrance. This initiative focuses on educating them about the importance of attending school and further supporting their education by providing essential school equipment and uniforms.

For the Indra Give Back Programme, it addresses a critical issue by supporting women victims of domestic violence in New Caledonia, the region where the Sandalwood in the Santal and Mimosa fragrance is sourced. This initiative aims to contribute to the well-being and empowerment of these women.

Lastly, the Anisha Give Back Programme plays a crucial role in supporting a shelter for women and girls who are victims of trafficking in Indonesia, where the Patchouli in the Wild Strawberry & Patchouli fragrance is sourced. This initiative actively contributes to the rehabilitation and support of survivors within the local community.

Why do you think it is important for brands in the industry to consider their positive footprint in the fragrance development process and how would you encourage more brands to address the key challenges in the industry?

It is crucial for brands in the industry to consider their positive footprint in the fragrance development process for several reasons. As consumers increasingly value ethical and sustainable practices, it becomes a business imperative for brands to align with this demand to remain relevant and foster consumer loyalty.

Additionally, the fragrance and cosmetics industry often relies on sourcing ingredients from diverse communities worldwide. Considering a positive footprint involves ethical sourcing practices, fair trade, and community support programs. This approach ensures that the industry contributes positively to the welfare of the communities involved in the sourcing process.

Encouraging more brands to address key challenges in the industry involves fostering awareness and education. Brands can lead by example, showcasing successful models of ethical sourcing, sustainable production, and social responsibility. Collaboration within the industry to establish and adhere to common standards and certifications for ethical practices can also be instrumental in driving positive change. Moreover, consumers can play a pivotal role by making informed choices and supporting brands that prioritise sustainability and ethical practices. As consumer demand for responsible products grows, brands will be incentivised to adopt more sustainable and ethical approaches in their fragrance development processes.

Ultimately, creating a positive footprint in the fragrance and cosmetics industry not only aligns with evolving consumer values but also contributes to the long-term health and sustainability of the industry, fostering collective responsibility for environmental and social well-being.

What should consumers keep in mind when reading the symbols and list of ingredients found on the back of fragrance bottles?

By paying attention to the symbols and list of ingredients found on the back of fragrance bottles, consumers can make informed choices that align with their needs, values and personal preferences. On the back of the NaturELLE packaging you can find the following symbols: 'Suitable for vegans', 'Packaging made with agricultural waste', 'Cruelty-free', 'Wood cap', 'Socially responsible giveback programme', 'Sustainably sourced ingredients'.

How can fragrance affect our wellbeing?

Fragrance has a profound impact on our well-being, acting as a sensory gateway to emotions and memories. The intricate connection between our olfactory system and the limbic system in the brain allows perfumes to influence our mood and evoke specific feelings. Additionally, the emotional connection created by fragrances can trigger memories and provide a sense of comfort and nostalgia. Beyond aesthetics, perfumes have the power to stimulate creativity, fostering a conducive environment for inspiration. Ultimately, selecting perfumes that align with individual preferences becomes a personal and impactful way to integrate fragrance into daily life, enhancing overall well-being through the art of olfaction.

How do the NaturELLE scents celebrate womanhood?

NaturELLE is a profound celebration of womanhood, each scent encapsulating the nuanced beauty, strength, and grace intrinsic to being a woman. This collection is a heartfelt celebration of femininity, uplifting and honouring the women in local communities where the key ingredients originate, recognising global disparities with unwavering compassion. In addressing issues close to a woman's heart, such as domestic violence, child trafficking, and promoting education for girls, these fragrances become more than olfactory masterpieces, they are ambassadors of positive change. In its essence, NaturELLE emerges as a profound symbol of the innate beauty and strength within womanhood. ELLE Parfums will always stand for women supporting women across the globe.

Describe NaturELLE by ELLE in three words...

Empowering. Authentic. Captivating.