MBDC Marks Assessment Milestone with First Cradle to Cradle Certified™ Gold Fragrance

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MBDC worked closely with IFF to earn PuraVita™ fragrance Platinum Material Health rating in Cradle to Cradle Certified™ Products Program

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We look forward to helping companies improve selectivity and use of materials, and offer increasing innovation in this important class of ingredients.

MBDC congratulates International Flavors & Fragrances Inc. (IFF), a leading innovator of sensory experiences that move the world, in a landmark innovation in the beauty industry as it unveiled the first-ever Cradle to Cradle Certified™ fragrance, PuraVita™.

Creators of the Cradle to Cradle® Design framework, MBDC is a team of material and product consultants and assessors helping design products for the emerging circular economy. MBDC worked together with IFF in guiding the creation of the first Cradle to Cradle Certified fragrance, which has notes of green apple, wood, apricot, and vanilla. The newly certified scent presents a model for what can be achieved when designers pair creativity with closed-loop and sustainable design principles.

PuraVita is Cradle to Cradle Certified at the Gold level, while IFF earned a Platinum level Material Health Certificate for the fragrance. News of the achievement was first made at the Sustainable Cosmetics conference in May.

"Since we announced, there has been a tremendous interest in assessment from companies using fragrances," said Ken Alston, President, Consulting & Education for MBDC. “We look forward to helping companies improve selectivity and use of materials, and offer increasing innovation in this important class of ingredients.”

As MBDC’s first project to assess and optimize a fragrance, the moment marks an important step forward in bringing health, safety and sustainability to products with a more intimate relationship with our bodies.

The Cradle to Cradle Certified Products Program is an independent, third-party verified certification program that assesses products and materials for safety to human and environmental health, design for future use cycles, and sustainable manufacturing. Cradle to Cradle Certified products are evaluated for material health, material reutilization, renewable energy use, water stewardship, and social fairness. Product certification is awarded at five levels (Basic, Bronze, Silver, Gold, and Platinum), with each higher level imposing a more rigorous set of requirements. The lowest score in any quality category establishes the product’s overall score.

PuraVita has been added to the Cradle to Cradle Certified™ product registry at C2CCertified.org. For more information on MBDC and how to begin the optimization process, please visit MBDC.com.

About MBDC
MBDC is a firm founded in 1995 by world-renowned architect William McDonough and chemist Dr. Michael Braungart. MBDC originated the Cradle to Cradle® design framework and leads companies toward positive growth by integrating the framework into corporate strategy, communications, operations, supply chains, and product designs. Using the process of inventory, assessment, and optimization, MBDC provides technical expertise to develop solutions around material health, material reutilization, renewable energy use, water stewardship, and social fairness. MBDC partners with clients throughout various sectors and industries to provide scientific evaluations, spur innovation, and inspire leadership.

Cradle to Cradle® is a registered trademark of MBDC.
Cradle to Cradle Certified™ is a certification mark licensed by the Cradle to Cradle Products Innovation Institute.
PuraVita® is a registered trademark of International Flavors & Fragrance Inc.

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Lex Hundsdorfer
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