FLOWERS OF REGENERATION

For our Maison, flowers are the source of every fragrance, skincare and make-up we create. Often perceived as ornamental, they are powerful engines of regeneration for biodiversity, soils and communities.

OUR DISTINCTIVE ROLE

"flowers are vital and endangered. We believe their preservation and introduction into agricultural ecosystems is a priority to regenerate biodiversity."

Isabelle Sultan, Chief Sustainability Officer, Parfums Christian Dior

powerful drivers of biodiversity

Flowers play a fundamental role in the balance of ecosystems. They are the origin of fruits, grains or vegetables that provide food to the world. They are natural engines of carbon, while they attract, anchor and sustain biodiversity.

90%

of the Earth flora features flower plants.

FLOWERS ARE IN DANGER

Flower plants are powerful, but also in danger. The latest figures from the International Union for Conservation of Nature show that the extinction rate of flowers is much higher than for other species. It is therefore essential to preserve and reintroduce them into ecosystems.
Their extinction rate is:
1 . 5 times higher than mammals.
2 . 5 times higher than insects.
3 times higher than birds.

FLOWERS AS SPEARHEADS OF SUSTAINABLE INNOVATION

At Parfums Christian Dior, we believe flowers are a powerful force for regeneration driven by a combination of nature-based solutions, science and technology. We are now broadening our scientific approach beyond product performance by including transversal research addressing territorial impacts, regenerating ecosystems through flowers and combining cultivations.