Barb Stegemann, founder of The 7 Virtues, turns her back to reveal the ethos of her brand: ‘Make … [+]
Imagine discovering that your favorite perfume does more than just make you smell good. Beyond its enchanting scent lies a story—one that can either contribute to or combat the world’s pressing environmental challenges. You care—and your favorite fragrances do, too. A revolution is brewing in the fragrance industry, and it’s set to redefine the essence of beauty and responsibility.
The fragrance industry’s history hasn’t always been green. It’s been a story of luxury, desire, and often, of exploitation and environmental oversight. Traditionally, the industry has relied on practices that prioritized scent over sustainability, leading to overharvesting of natural resources, use of synthetics without regard to biodegradability and labor practices that sometimes fell short of ethical standards. The challenge for modern perfumers lies not just in breaking free from these entrenched practices, but in doing so within an industry that celebrates rarity and exclusivity—often at odds with the principles of sustainability.
Change has been slow due to economic pressures, a lack of consumer awareness and the sheer complexity of reformulating the classic scents that we love to meet greener standards without compromising on their signature olfactory experiences.
As awareness grows, however, so does the impetus to innovate. With fragrance companies like The 7 Virtues, Le Labo, Loewe and Carner Barcelona leading the charge, and the ever-growing presence of B Corp certified companies, the narrative is shifting. The industry is now exploring new frontiers—ethical sourcing, greener production methods, and full transparency—from seed to scent. As this movement gains momentum, it’s reshaping not only the fragrances we wear but also the world we inhabit, offering hope that luxury and environmentalism can create a harmonious blend.
At the heart of this revolution is journalist turned perfumer Barb Stegemann, founder of The 7 Virtues. Stegemann’s story is not just one of entrepreneurship but a vivid testament to the power of fragrance as a force for global change. Her perfume story was birthed out of tragedy and propelled by a promise.
Her best friend, a captain in the army, was severely injured in Afghanistan and left for dead. “He survived and we went on a healing journey,” shares Stegemann. “I promised him in the hospital that I would take on his mission of peace and realized I didn’t have a way. I am not a brave soldier; I am not a world leader and realized as a woman I did not have a way to touch peace. So, I created a new way.”
Turning to the unlikely world of perfumery, she embarked on a quest to support war-torn communities through sustainable fragrance production. “I didn’t set out to make perfume,” the Canadian-born entrepreneur passionately recounts. “I simply wanted to help farmers rebuild by purchasing their essential oils in war and strife ridden areas.” Stegemann’s ambition for The 7 Virtues extended beyond crafting fragrances; she aimed to transform the industry and lead it towards a greener future.
The 7 Virtues went on to become one of Sephora’s best-selling clean fragrance brands and its first to achieve B Corp certification. This landmark achievement underscores The 7 Virtues’ role as a trailblazer in the movement towards sustainability and ethical responsibility in the fragrance world. It’s also a testament to its commitment to meet the highest standards of social and environmental impact.
B Corps are mission-driven companies that balance purpose and profit. Think of the B Corp certification as a gold star for businesses that are good for the world.
“B Corp certification is a designation that a business is meeting high standards of verified performance, accountability and transparency on factors from employee benefits and charitable giving to supply chain practices and input materials,” explains Jodi Beasley, senior director of community at B Lab U.S. & Canada.
When companies do the work to become B Corp certified, they make a commitment to not only doing good, but to also being transparent about its impact. It is certainly no Sunday afternoon stroll in the park to become B Corp certified. Beasley shares that for a company to achieve certification, “they must demonstrate high social and environmental performance by achieving a B Impact Assessment score of 80 or above and passing our risk review; make a legal commitment by changing their corporate governance structure to be accountable to all stakeholders; and exhibit transparency by allowing information about their performance measured against B Lab’s standards to be publicly available on their B Corp profile on B Lab’s website.”
Joining The 7 Virtues in this sustainable movement are avant-garde trailblazers like Le Labo, Loewe and Carner Barcelona. These brands harmonize sustainability with olfactory artistry, showcasing how luxury and environmental stewardship can coexist. Through innovative practices and echoing the ethos of B Corp in their operations, these brands are working to set a new benchmark for the fragrance industry.
Le Labo (Photo by Thomas Iannaccone/WWD/Penske Media via Getty Images)
Le Labo, a brand revered for its craftsmanship and ethical manufacturing, takes pride in its vegan fragrances and commitment to cruelty-free practices. With each scent meticulously compounded by hand upon order, Le Labo’s bespoke approach ensures freshness and reduces waste, embodying the essence of thoughtful consumption.
Barcelona, Spain-April 9, 2023. Loewe, Spanish luxury fashion house specializing in leather goods, … [+]
Loewe, with its roots deeply entrenched in fashion, extends its artistic flair to the realm of fragrances, infusing each bottle with the essence of nature. Championing an eco-luxe philosophy, Loewe’s commitment to biodiversity and the use of organic ingredients highlights its dedication to crafting scents that honor the earth. The brand’s initiatives, such as using recyclable materials and promoting sustainable farming practices, pave the way for luxury fragrances that are as kind to the planet as they are to the senses.
Barcelona, Spain – October 29, 2015: Passeig de Josep Carner Street in Barcelona, Spain
Carner Barcelona, inspired by the vibrant spirit and rich traditions of its namesake city, weaves the narrative of sustainability through its collection. Emphasizing local sourcing and the celebration of natural beauty, Carner Barcelona’s fragrances are a testament to the brand’s ethos of authenticity and environmental respect. With a focus on preserving the cultural heritage and natural landscapes of Catalonia, their scents offer a journey into the heart of Spanish artistry, underscored by a commitment to ecological integrity.
Together, Le Labo, Loewe and Carner Barcelona stand as pillars of the sustainable fragrance movement, each contributing to a future where luxury and responsibility coalesce into a legacy of environmental stewardship and ethical elegance.
“B Corps in the beauty industry, including the 83 B Corps in the B Corp™ Beauty Coalition, envision a new approach to beauty that prioritizes soil as much as skin, nature as much as natural, evidence as much as ego and impact as much as performance,” Beasley emphasizes. This collaborative effort among certified companies aims to redefine beauty standards, focusing on sustainability, ethical practices and genuine benefits for all stakeholders.
The movement towards sustainability in the fragrance industry is mirrored by the rigorous standards set by B Corp certification. In 2006, B Lab began with the idea that a different kind of economy was not only possible but necessary, and as the senior director of community at B Lab U.S. & Canada, Beasley highlights the significant strides made by B Corps in the beauty industry.
According to B Lab U.S. & Canada, the statistics speak volumes:
· B Corps are 5.8 times more likely than ordinary businesses to screen suppliers for environmental-friendly practices and excellent labor standards.
· They are 4.7 times more likely to have policies supporting diversity among suppliers.
· B Corps are 4 times more likely to hire the majority of their managers from local communities, fostering economic growth and inclusivity.
· These companies are 1.5 times more likely to implement water conservation measures and to produce zero waste to landfill or ocean demonstrating a commitment to environmental stewardship.
· B Corps are 1.8 times more likely to ensure pay equity, affirming their dedication to fairness and equality in the workplace.
· Additionally, B Corps are 49% more likely to be transparent about their supply chain, providing customers with the information they need to make informed choices.
With the beauty and personal care market projected to reach $646.20 billion in annual revenue this year, the impact of B Corps could be monumental, paving the way for a more sustainable and socially responsible industry.
Barb Stegmann and her fellow pioneers are leading the charge toward a brighter future, where choosing a fragrance means choosing to make a difference. “Being a pioneer of clean and sustainably sourced perfume since 2010, we have always wanted to be certified B Corp, since before it was ‘cool,’” Stegemann reflects with pride. “We have always been living the ethos of B Corp, it’s our raison d’être. As you bring on new leadership, new resources and funding, this hard-earned certification ensures that the new growth stays true to your DNA.”
As the fragrance industry evolves, these brands stand as beacons of hope and change. The fragrance narrative isn’t just about smelling good anymore. For many fragrance houses, it’s also about doing good.
“If you have an excellent product and a true purpose and engage your clients to be a part of the movement, then you have something revolutionary like The 7 Virtues,” Stegemann asserts.
The endorsement and certification by B Corp serve as a testament to their dedication, inspiring others to follow. This commitment by sustainable brands not only marks a path for others in the fragrance industry but also invites each of us to consider the power of our choices and the scent trail we leave behind in the world.