Clarins And Arizona Muse: Advocating For A More Regenerative Future Together
PARIS, April 8, 2025 /PRNewswire/ -- Arizona Muse, renowned American model, earth advocate and founder of DIRT charity, has been chosen as Clarins' first Global CSR Advocate. This new role, which will see her continue to advocate for regenerative farming and soil health, is perfectly aligned with Clarins' deep-rooted values and longstanding sustainability commitments. As Clarins' CSR advocate, Arizona Muse will highlight how Clarins is addressing social and environmental issues and through her content, share and connect with people around the brand's main CSR initiatives.
Some of Clarins' biggest commitments include responsible sourcing and full transparency on the origin of their ingredients, cultivation methods, and product manufacturing thanks to traceability platform Clarins T.R.U.S.T.
Clarins has also pioneered the way forward in the fields of biodiversity protection and regenerative agriculture. By 2030, the goal is to cultivate one-third of the plants needed for Clarins products in the two Clarins Domaines, using farming methods that actively regenerate the soil. Clarins is the first cosmetics brand in the world to obtain the prestigious Regenerative Organic Certified® (ROC™) certification for its regenerative farming activity on the Domaine de Serraval.
"Clarins has always advocated for social and environmental responsibility. It's one of our founding values. We have chosen Arizona as the perfect partner to represent this core value and embody our CSR initiatives: her deep commitment to sustainability matches Clarins' and she shares our convictions about the work companies need to be doing in terms of CSR. I met Arizona about 10 years ago and have been impressed ever since by her sincerity and dedication. I am confident that she will help us communicate on our initiatives and commitments with the engagement, passion and knowledge she brings to every project." Virginie Courtin, Managing Director of the Clarins Group.
"Since I was 26, I've been thinking about sustainability, and about what we can do, as corporations and humans, to create a more sustainable future so this feels like the kind of partnership I dreamed up. It's the 1st time that a business as big as Clarins has trusted me to be their CSR advocate and I'm proud to accompany them on their sustainability journey. I love how important sourcing and choosing regenerative farming practices are to Clarins, and how they've built this into their business. If brands want to be truly sustainable, it has to be written into the business, and Clarins understand this."
Arizona Muse Clarins Global CSR Advocate
The communication will go live across social media in April of this year. Arizona Muse will kick off the partnership on her own Instagram page with a post speaking about her collaboration with Clarins and why advocating for the brand resonates with her. From April, Arizona Muse will also share social content highlighting Clarins' main CSR initiatives.
About Clarins
A family-owned global cosmetics Group founded in Paris in 1954 by Jacques Courtin, Clarins has been innovating for more than 70 years to promote responsible beauty. A result of ongoing research, its plant-based products formulated and manufactured in France are sold in over 150 countries through 20,000 points of sale. With nearly 95% of its sales going to export, Clarins is the No.1* skin care brand in Europe and a major player in beauty (skin care and make-up), spa and wellness worldwide. The Group has also developed the myBlend brand, based on the synergy of targeted skin care, nutri-cosmetics and beauty tech. The Clarins Group has over 8,000 employees spread across its Paris head office, 28 subsidiaries worldwide, two R&D Laboratories and three industrial sites in France. Jonathan Zrihen, President and CEO, and two Managing Directors, Dr Olivier CourtinClarins and his niece Virginie Courtin, representing respectively the second and third generations, jointly run this French family Group whose raison d'être is: "Making life more beautiful, passing on a more beautiful planet". A commitment embodied by products made with over 80% ingredients of natural origin and driven by numerous initiatives to preserve nature and care for people.
*Source: Circana LLC BeautyTrends®, Selective distribution, sales in value (€), total 5 countries (#1 in France / UK / Spain; #2 in Italy; #4 in Germany), over the period January 2024 to December 2024.
Lucas Pétry, Clarins Senior Manager, Communications - lucas.petry@clarins.com
Melissa Reidhead, Clarins Executive Director, Communications -melissa.reidhead@clarins.com
About Arizona Muse
Arizona Muse, renowned fashion model and earth activist, has evolved into a passionate advocate for regenerative farming and soil health. Once named "the new face of American fashion" by Vogue's Anna Wintour, Arizona's career has spanned over 40 Vogue covers and collaborations with top fashion brands. However, it was her exploration of the lifecycle of clothes that sparked a deeper commitment to sustainability. In response to this growing passion, Arizona founded DIRT in 2021, a charity dedicated to promoting regenerative farming practices and supporting brands in adopting sustainable strategies. Her latest project through DIRT involves the creation of ten new textile standards in partnership with the Biodynamic Federation Demeter International, widely respected for establishing the highest standards in agriculture. Her contributions have been recognized with prestigious awards such as the Green Tech Inspirational Achievement Award 2024 and the ELLE Style Fashion Changemaker Award 2024. In addition to founding DIRT, Arizona serves on the Advisory Boards of the Biodynamic Demeter Alliance and The Sustainable Angle. In December 2024, she joined the John Innes Centre (JIC) as Advisor and Ambassador to Drive Regenerative Change in Agriculture and Policy. This collaboration marks a significant step in integrating regenerative agriculture, indigenous wisdom, and sustainability into one of the world's leading research institutions in plant and microbial science.
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SOURCE Clarins