CLARINS SEEDS OF BEAUTY
The future of Beauty is in our hands
The partnership between PUR and Clarins was formed following a meeting between two visionaries who are both passionate about nature: Christian Courtin-Clarins and Tristan Lecomte. Seeds of Beauty is one of the projects rolled out by Clarins which aims to preserve biodiversity in cooperation with local communities who will benefit from the projects.
To date, we have planted
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trees around the world
A helping hand in Darjeeling
After a triumphant 7-year initiative planting and preserving trees in Indonesia, Clarins, through its Seeds of Beauty programme, is now turning its focus to Darjeeling in partnership with PUR.
Darjeeling is renowned worldwide for its tea, but over the last decades farmers have cleared trees from hillsides, causing erosion and rapid degradation of the rich soil. Our collective goal: replant trees to rejuvenate the region's ecosystems by diversifying crops and empowering local farmers, enriching soils, and reducing erosion.
Empowering Farmers & Regenerating Ecosystems
We work with PUR to help diversify the local farmers' revenue by encouraging them to plant different species of trees that serve multiple industries and simultaneously support their local ecosystems.
Planting a variety of tree species doesn't just enhance soil quality, reduce erosion and foster biodiversity through shade and humidity, but the combination of fruit-bearing and timber trees also allows farmers to tap into different industries and ensure financial stability.
Why do we plant trees?
One tree can generate multiple benefits
BENEFITS FOR THE ECOSYSTEM:
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Adaptation to climate change.
Soil enriched with organic matter and decontaminated, and risks such as landslides and damages caused by erosion are mitigated.
Improved pollination, pest control and preservation of biodiversity.
Water purification and improved infiltration and water holding capacity of soil and atmosphere.
LOCAL COMMUNITY BENEFITS
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Increased and diversified revenue
Education and training for a more sustainable agricultural model
Preservation of customs and traditional know-how
Our model for action
Thanks to PUR, Clarins has been able to provide on-the-ground support for an action model based on 4 criteria:
