In 2013, L’Oréal Professionnel Brazil unveiled its first range of haircare products, Absolut Control, made with murumuru. After argan oil, murumuru butter, with emollient properties that make hair volume easier to manage, could be a novel, original ingredient for the cosmetics industry. The seed from which it is sourced is also one of the raw materials harvested that provides a major revenue source for a group of communities in the Bragança region in the state of Pará.
Innovation through sustainable sourcing
In June 2012, L’Oréal began collaborating with representatives of these communities, the Brazilian natural ingredient supplier Beraca and the German cooperation agency GIZ. “This is the first time that we have established an agreement focused on a region and its various communities, rather than on an ingredient,” says Blaise Didillon, Director of Research and Innovation in Brazil. For here the issue is not so much the risk of adversely impacting biodiversity, as Astrocaryum murumuru is not an endangered plant. Instead, the objective is to sustainably develop an ecosystem’s natural resources. With its supplier, L’Oréal made a commitment to 240 families to strengthen their technical capacity with new equipments for example, as well as to promote sustainable harvest practices. The 2013 delivery of a seed dryer has already helped improve production quality. In a country that is home to 30% of the world’s plant species and a platform for interesting innovation opportunities, this approach also involves other ingredients.
240 families benefit from this partnership.