Wellness Wows (Sustainable Perfumes)
BY PRAMITA BOSE
She walks in beauty in a floor-kissing black satin gown accentuated with a dazzling diamond neckpiece. No doubt, she looks wonderful tonight. But before she steps out of her abode for the star-studded event, she makes sure to cloak herself in an enchanting drapery of mysticism, temptation, sensuality and self-indulgence. Thanks to the fragrance she wears, leaving behind a trail of her enigmatic appeal and a hint of grace. Call her an irresistible seductress or a goddess on a high pedestal, her perfumed persona creates a waft of natural freshness and enticing lavishness.
But all this is just for nothing. For going green is not only trendy but imperative keeping the call of the hour — environmental impact — in mind. So from green crusaders to conglomerates, everybody is doing his bit to embrace sustainability with all guns blazing!
Green Needs
Talking about his organization TreeWear’s specifically formulated wax-based deodorant stick, co-foudner Mishal Pardiwala confirms that “beeswax is a key ingredient that along with a few other organic components makes the product menu effective and usable.” The variety of essential oils incorporated in the product evoke the scented element but “it is important to note that because these are completely natural, the sweet smell or the haunting fragrance tends to wear out over time as they counteract the germs. The efficacious oils are concentrates of botanicals and the principal active items in all our products,” he further reminds. The basic function of a deodorant, he stresses, is to “keep the body stink at bay all day long, while the fragrance lasts mildly for a few hours. Well, this is beneficial to people who are sensitive to synthetic compounds.”
The objective of every green product manufacturer is to slash generating a heap of harmful by-products in the finished products. “We have a posse of trained staff who hand-make these products in small-medium batches. The final output is also much better for users as it does not contain any harsh chemicals or artificial composition that usually find space in an average deodorant or an ordinary perfume,” informs Pardiwala. Adding ahead, he reveals that “apart from affecting the lungs, these synthetic smells have a lot to do with hormone disruption, which was recently exposed in studies. Additionally, we strive towards more eco-friendly packaging for our products, such as paperboard tubes to ship our deodorants, which all businesses can look to advance towards, especially the corporate biggies.”
There is a spray of natural elements usually blended in sustainable perfumes. One wonders if the raw materials are easily available or not. “Sustainable perfumes often concoct organic constituents like essential oils extracted from plants, such as lavender, rose, jasmine, citrus fruits and spices like cinnamon or ginger. They may also include botanical extracts, resins and plant-derived alcohols. These raw materials are typically sourced from sustainable and eco-friendly farms or harvested in ways that have negligible environmental impact. Some elements are readily available but there are some that may require specific cultivation or extraction processes, which can vary in accessibility and availability depending on various factors like climate, region and seasonal variations in plant growth,” apprises Dr. Monica Bambroo, head, dermatologist and cosmetologist, Artemis Hospital Gurgaon.
Dr. Monica Kapoor, celebrity
cosmetologist and director of Flawless Cosmetic Clinic & ILACAD Institute,
imparts that “sustainable perfumes typically use natural
elements like essential oils, plant extracts and deposits derived from flowers,
fruits, woods and spices. Other ingredients may include natural alcohol or
plant-based solvents. Many of these raw materials are sourced from responsible
farming practices.” Regarding the accessibility of these raw materials, she shares
that “it may differ depending on the region, seasonal cycles and agricultural methods
but in general, most are gettable. However, some unique or rare ingredients
might be more challenging to obtain.”
Perfumes with natural ingredients by and
large fuse useful elements like essential oils, carrier oils, natural resins
and absolutes. “Essential oils are extracted from flowers, fruits, leaves or
other botanical sources. These concentrated oils impart the fragrance. Carrier
oils dilute the essential oils and help them stay longer on the skin. Vegetable
oils including jojoba oil, almond oil, coconut oil or avocado oil procured from
plants are some significant examples. Natural resins and absolutes are
concentrated extracts delivering complex and long-lasting scents. The
availability of raw materials may vary depending on the specific plant and its
source. However, sustainable brands often prioritise ethical sourcing and may
use recycled materials for packaging,” sums up Dr. Sravya C. Tipirneni, consultant dermatologist,
cosmetologist and trichologist at Manipal Hospitals in Bangalore.
Beating the Sweat
In summer, the sales of perfumes and deodorants see a spike as more
people tend to purchase the product. Can sweating pose a problem for perfumes
as using the same might spatter rashes, more so in case of deodorants, which
come into direct contact with the skin?
Sweating can
affect the longevity and intensity of perfumes as it may dilute the scent or
interact with body chemistry, altering the fragrance. “In case of deodorants,
certain chemical ingredients may cause skin rashes when combined with sweat,
particularly in individuals with delicate skin. However, using sustainable or
natural deodorants and perfumes can mitigate these issues, as they typically contain
fewer chemicals or zero toxic matter and are formulated to be gentler on the
skin,” dispenses Dr. Kapoor.
Summer heat and sweat can impact any perfume.
Alcohol-based perfumes may evaporate quicker due to sweat, affecting the
fragrances’ longevity. Some natural essential oils too melt away faster than
others. “To address this gap, look for perfumes with natural fixatives that
help the scented notes last longer. Also, applying perfumes to pulse points
like the wrists or behind the ears can help the same interact with the body
heat and diffuse the fragrance,” suggests Dr. Tipirneni.
She further alerts that conventional deodorants often contain chemical elements like aluminum, sparking health concerns. Incidentally, research still continues in this area. Sustainable replacements could be your natural antiperspirants like arrowroot powder or baking soda to absorb sweat and neutralise the body odour.
Home & Overseas Market Status
“The global market for sustainable fragrances
is rapidly growing, driven by consumer demand for clean beauty products. The domestic
market for the same is also evolving, with a teeming number of homegrown brands
catering to this niche,” observes Dr. Tipirneni.
The market
size of sustainable scents in India and internationally is growing steadily but
specific numbers hinge on recent data and sources. “In India, the market for
natural and sustainable perfumes is still in its early stages. However, with
deepening awareness and demand hike for eco-friendly products, the market size
is visibly expanding. On foreign shores, the sustainable fragrance footprint is
expected to fortify as consumers become more mindful of the impact of their
choices on the environment as well as their health,” inputs Dr. Kapoor.
Feeling the Pinch?
Many may anticipate manufacturing sustainable perfumes to be
cost-intensive and presume that the products only target a high-end niche
clientele. “Making organic perfumes can indeed be expensive because of the use
of high-quality, ethically-sourced ingredients and environmentally-friendly
production processes involved. Moreover, sustainable practices like fair wages
and eco-conscious packaging can shoot up the production costs,” reasons Dr.
Bambroo. “However, with surging demand for eco-friendly products and technological
advancement, some manufacturers are finding ways to achieve economies of scale
by optimising their production levels and reducing costs while maintaining
sustainability standards,” she points out.
Dr. Kapoor ascertains that manufacturing sustainable perfumes can be more cost-sensitive due to the use of high-quality natural ingredients and ethical-sourcing practices, which could jack up production costs compared to traditional fragrances. “As a result, sustainable perfumes aim an elite clientele, which is willing to pay a premium for the finest eco-friendly and natural products. However, with augmented demand, there may be opportunities for prices to become more competitive and affordable to a broader market,” she chips in.
The above statement is seconded by
other industry watchers too who believe that in the beginning, sustainable perfumes may have targeted an
upmarket consumer base because of their superior quality and exorbitant price
points. However, as awareness of environmental issues increases and customer
preferences palpably shift towards green products, sustainable perfumes seem to
become more popular and accessible to a broader audience. “Many brands offer a wide
range of price points to cater to different consumer demographics, thus making
sustainable olfactory delights inclusive and appealing across the board. Such treasurable
scents also lower the burden on environment by curbing waste generation with
minimal eco footprint or resource utilization as compared to those conventional
deos and perfumes,” reports Dr. Bambroo.
The industry participants also feel that the
cost of sustainable perfumes can be dearer than their conventional counterparts
due to the sourcing and processing of natural ingredients. However, the use of
concentrated essential oils can sometimes mean that only a smaller amount is
needed for a durable scent. “The target audience of sustainable scents or ittars isn't limited to the upper crust alone.
As awareness and acceptance of sanctified beauty grows, these fragrances appear
to attract a voluminous segment of consumers who favour natural ingredients and
eco-conscious approaches,” avers Dr. Tipirneni.
Sustainable Versus Traditional
In the chaotic huddle of a cutthroat fragmented market, diverse items like essential aromatic oils, aftershave cologne, deodorants, body sprays, commercial antiperspirants, perfumes, scents, attars, wellness products, et al jostle for space to seize a slice of the sales pie, both in urban metro cities and in sleepy hamlets. The valid query that crops up here is whether sustainable perfume brands can eat into the business of deodorants or body sprays, which are often suspected and criticised for having a high chemical content and harmful gases?
Sustainable perfume brands can potentially disrupt the business of traditional deodorants and body sprays by offering consumers a safer and more environmentally-friendly alternative. “With rising concerns about the composition found in conventional products, many consumers are preferring natural and sustainable alternatives. Formulated with organic ingredients, they are a better choice for those looking for safer options that align with their ethical values,” argues Dr. Bambroo. With the increase in awareness about the potential health and environmental risks associated with traditional body sprays and deodorants, responsibly-fashioned perfume brands may therefore capture a plum market share by providing healthier and greener options to their end users.
Consumers concerned about the potential health risks associated with traditional deodorants and sprays may be the emerging takers for sustainable perfume brands, which pose a threat to the marketplace crowded by general players. “As more people seek natural choices, eco-friendly perfumes automatically come to the forefront gaining an edge over the traditional trove. Additionally, brands that develop products combining the benefits of perfumes and deodorants with natural ingredients may further magnify their appeal amid the target group,” volunteers Dr. Kapoor.
Dr. Tipirneni views that “sustainable perfume brands can
definitely net a considerable segment of the deodorant and body spray market
with buyers ready to invest in natural alternatives that ooze a congenial fragrance
without the worry of harsh ingredients.”
Organic scents are potentially skin-friendly substitutes (sans
any toxic element) for traditional conventional perfumes. “With burgeoning
consumer interest and a thriving market, these green fragrances are poised to be
the forerunners of the perfume industry that sees its future lying in the root
of sustainability,” she predicts before wrapping up.
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