Coty has made a pioneering move in the beauty industry with the launch of Gucci Where My Heart Beats fragrance, created using alcohol sourced entirely from recycled carbon emissions. This revolutionary approach marks a significant step towards sustainable fragrance production, making it the world’s first globally distributed fragrance of its kind.

Coty has joined forces with LanzaTech, a leading provider of carbon recycling technology, to incorporate their CarbonSmart™ alcohol into their fine fragrances. This innovative approach captures carbon from industrial emissions and converts it into alcohol, marking a significant step towards sustainability. Coty and LanzaTech’s partnership, which began in March 2021 and commenced production in January 2022, aims to eliminate single-use carbon from Coty’s fragrance production process.