A fresh Commitment to Sustainability

At fresh, sustainability isn't just a buzzword — it's the essence of our ethos. Rooted in nature, we're dedicated to preserving the rich tapestry of life that not only nourishes our sustainable skincare products but inspires our every endeavour.

What is biodiversity and why does it matter?

Biodiversity is the variety of all living things—plants, animals, fungi, and even microorganisms—that make up our natural world. Each of these species work together in complex ecosystems to maintain balance and support life. But our planet’s biodiversity is in danger. For example, there are 500,000 estimated plant species today,* but two in five of these species are believed to be threatened with extinction.** And 60% of terrestrial wildlife has been lost in the last 50 years.***

What is fresh doing to help?

fresh is proud to be the first LVMH brand to become a member of the Union for Ethical BioTrade (UEBT), an internationally recognized nonprofit association that promotes ethical sourcing of ingredients from biodiversity. Since 2020, fresh has worked with UEBT to improve the way we select and source our hero ingredients. This involves on-site assessments of local suppliers and cultivation of wild collection areas with verifications against the UEBT standard. The verification process is based on UEBT’s 7 principles, with the aim of showing progress toward sourcing with respect for people and biodiversity. To date, we’ve completed assessments on all our skincare hero ingredients and are working to implement improvement plans based on the findings.

Biodiversity connects us all, and connection is at the heart of our brand. From the intricate web of biodiversity, we've found our call to action. It's this interconnectedness that defines us as a sustainable beauty brand. We pride ourselves on forming symbiotic relationships with ecosystems worldwide and partnering with local communities to rejuvenate the earth's variegated habitats. We are committed to doing our part today, tomorrow, and always to leave the future generation with a world that is forever fresh.

*https://doi.org/10.1016/j.pld.2016.01.001

**Antonelli, A.; Smith, R.J.; Fry, C.; Simmonds, M.S.J.; Kersey, P.J.; Pritchard, H.W.; Abbo, M.S.; Acedo, C.; Adams, J.; Ainsworth, A.M.; et al. State of the World’s Plants and Fungi; Research Report; Royal Botanic Gardens (Kew); Sfumato Foundation: London, UK, 2020

***COP15 data