Montreal – Curata is a new luxury beauty brand that harnesses sustainability across all aspects of its business, from its packaging to its company practices. Its debut collection features botanical perfumes made with antioxidant-rich plant ingredients, sealed in recycled glass bottles.
‘In order to develop a brand in the beauty space that is truly safe and sustainable, you cannot stop at the product formulas,’ says Serena Rogers, founder of Curata. ‘To be authentic and honest with our mission of sustainable luxury, we extended these values through to our packaging platform and business practices. We wanted to ensure that Curata was eco-friendly from A-Z.’
As provenance and sustainability become more important to consumers, beauty brands must ensure they vertically integrate these values into their processes to retain their future relevance.