Fragrance brand Naso embraces sustainable production process
Perfume brand Naso Profumi India announced that it has made its production process 100% sustainable.
Naso, founded by Lucknow-born Astha Suri, now describes itself as “India’s first green perfumery” after transforming its entire process over the past two years. The brand uses extracted waste to make compost for its plantations for perfume ingredients, harvests water at its farms, and uses solar panels for green electricity, Suri told Vogue India.
Naso uses recycled plastic and paper for its product packaging and encourages customers to bring their used perfume bottles and candle containers to refill instead of purchasing new bottles as part of its ‘Naso Refill’ initiative.
“Our country is so rich in its cultural and traditional heritage that we sometimes forget to do justice to our roots,” Suri told Vogue India about her brand ethos. “From product to practice, I feel it is very much the responsibility of the youth of the country to plan for a more sustainable world. The fashion, art, architecture and design communities in the country have begun to share a similar ethos- one of maximum durability, sustainability, quality and utmost care.”
Some of Naso’s recent releases include customisable scents for which customers can choose the ingredients and which follow principles of aromatherapy. The brand also made its range of perfumes gender neutral scents with a focus on the character of the scent instead of the gender of the customer. The brand is promoting the scents with a campaign in support of Pride on its Facebook page.
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