In addition to installing a plant cell culture laboratory in-house, Oriflame has also entered into a collaborative partnership with Swedish company In vitro Plant-tech AB, who is specialised in bio-manufacturing cell cultures and explants from medicinal plants.
According to the global direct cosmetics sales player, the venture is part of a long term commitment to become wholly sustainable and up to date with techniques at the leading edge of skincare science that produce active ingredients of high quality and effectiveness.
“Oriflame strives to innovate through science, explore new ingredients and seek new ways to bring nature’s goodness to our products in a sustainable manner. The use of plant stem cells reflects our core identity of fulfilling dreams in a natural, progressive and ethical way,” says skin research director, Dr. Alain Mavon.
Reaching sustainable goals through this technology
Mavon adds that sourcing raw materials is of fundamental importance to Oriflame and the company is taking action to better manage natural resources and significantly lower its ecological footprint, and that using plant stem cells carries a number of important benefits in this area.
“It will give our consumers affordable skincare products containing highly effective, sustainable and safe active ingredients through breakthrough technology. Moreover it demonstrates our emphasis on scientific endeavour and commitment to innovation that stands out in the direct selling industry.”
The skin research director notes that this technology will specifically reduce water consumption the production of an active from plant stem cells, which requires roughly ten times less water than traditional methods. It will also conserve natural resources fields which can be used instead for vital food cultivation as less energy is consumed in harvesting and processing.
It is also said to protect biodiversity as only a very small part of a plant is needed to initiate a plant stem cell line, for example 1 kg of cells equates to 5,000 flowers and moreover, that no plants need to be picked from the wild.