#BeautyAsALegacy: Dior’s Commitment to Sustainability Has Deep Roots

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Dior sustainability
Photo: Courtesy of Dior

Established 75 years ago, the storied house of Dior stands on a legacy anchored in optimism, creative freedom, integrity, and empowerment. While many of us see the French maison as a glitzy fashion house that is a permanent resident on red carpets and catwalks, its glamorous face is just the tip of the iceberg. Behind its exquisite haute couture gowns, dazzling runways, and beautiful faces that star in its campaigns is a luxury house that believes in working in harmony with nature and protecting both the planet and its people.

Rooted in the belief that beauty lies not in perfection but in what evokes emotions, senses, dreams, and passion, the House of Dior  aspires to leave only beauty as a footprint. Dedicated to acting on issues of eco-responsibility through its #BEAUTYASALEGACY initiative, Dior shares the values, sustainability endeavors, and accomplishments that have shaped the brand over the decades. Dior’s four-fold social, environmental, and cultural responsibility program rests on the mighty pillars of women empowerment, regenerative farming, responsible beauty, and eco-design.

When Monsieur Christian Dior founded his maison amid the post-war chaos, it quickly evolved as a symbol of hope for women. In fact, Monsieur Dior was a visionary feminist long before the movement event took off. From appointing women in powerful, decision-making positions within his company to being inspired by them, the house of Dior has been passionate about uplifting women for decades. By amplifying the voices of emerging talents, collaborating with female artists, casting strong, cause-driven women like Charlize Theron and Natalie Portman as the face of the brand, to running campaigns like the #DiorStandWithWomen and #DiorChinUp, the French luxury giant has women empowerment at its very core. 

 

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Apart from championing women, the house of Dior is also dedicated to preserving nature – particularly flower gardens across France. From a young age, Monsieur Dior cultivated a love for gardening, especially the flowers that grew in the garden of his family home in Granville, Normandy. He shared his passion for horticulture with his favorite muse and biggest inspiration, his sister, Catherine Dior. It is a known fact that the very first ‘Miss Dior’ perfume – an ode to flowers, courage, and beauty – was inspired and named after Catherine.

Throughout his life, Monsieur Dior sought to reproduce the beauty of his childhood home garden by dedicating as much time as possible to his blooms in Milly-la-Forêt and in his later years, at the La Colle Noire domain in Provence. Honoring Monsieur Dior’s legacy, the luxury maison has focused its efforts on regenerative farming and reviving flower gardens across France.

Miss Dior Perfume Dior sustainability
Photo: Courtesy of @dior

Since 2006, the house of Dior has been dedicated to restoring the Grasse region with the help of female flower cultivators. Dior has also committed itself to revive major cultural gardens across France. Through its efforts, Dior has promised to restore and replant La Petite Provence, a planted area near the large fountain in Jardin des Tuileries by 2022. Among its many environmental initiatives, Dior also financed the planting of 600 rose bushes (including Granville roses) in the Queen’s Grove at Versailles in spring 2021. 

Monsieur Dior dreamed of harmony between humankind and the environment. To honor his dream, Parfums Christian Dior is actively involved in the cultivation of gardens and protecting the communities that cultivate them. These protected spaces are the source of many ingredients that go into making exceptional Dior perfumes, skincare, and makeup. The brand is also stepping up its efforts in organic cultivation and gradually adopting regenerative farming techniques.

 

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Honoring its commitment to holistic sustainability, formulas across all Dior beauty categories contain high levels of natural origin ingredients, nourished by rich plant extracts, as well as biotechnologies and green chemistry. In fact, the hero product of Dior’s skincare launched in 2021, the ‘Capture Totale’ Super Potent Eye Serum, contains 93% naturally derived ingredients. In makeup, the Rouge ‘Dioruniversal’ lip balm provides a natural rate of 95%, and the latest relaunch of Dior ‘Lip Glow’, in May 2021, stands at 97%. In 2020, the rate of natural origin ingredients in Dior products launched exceeded 80%.

The final leg of the Dior sustainability manifesto is eco-design. Back in 1953, Monsieur Dior was one of the pioneers of refillable beauty products. Today, refillable beauty products and their refills represent 24% of all units sold. Further, Dior’s eco-design efforts also stretch to its boutiques, which are designed to create minimal environmental impact. By reinforcing the founder’s values and accelerating sustainability efforts, Dior aims to raise awareness about and contribute to the conscious beauty movement.

 

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