Beauty company Coty Inc. has launched a new fragrance for Gucci’s The Alchemist’s Garden collection, fully made using carbon captured from emissions. 

The “Where My Heart Beats” perfume utilizes CarbonSmart alcohol that is manufactured by LanzaTech, a solution provider that captures carbon from industrial emissions and transforms it into alcohol for fragrances.  

Until now, Coty and LanzaTech used a mass balance methodology wherein traditional alcohol was mixed with carbon-captured alcohol for making perfumes. However, this marks the first time that 100% of carbon-captured alcohol was used for making a fragrance.

The new method utilizes less water usage and reduces the need for agricultural land compared to traditional methods of alcohol production.

“Coty is the first company to introduce carbon-captured alcohol into fine fragrances for global distribution,” said Coty’s chief scientific and sustainability officer, Shimei Fan.

“This is an inspiring example of sustainability being the ultimate driver of innovation. Beyond the science, there is something magical in upcycling industrial emissions into alcohol pure enough for use in fine fragrances.”

“That is why Gucci’s The Alchemist’s Garden Where My Heart Beats Eau de Parfum was the natural choice for our first fragrance manufactured using 100 percent carbon-captured alcohol.”

Photo credit: Gucci/Coty