When cosmetics invest in regenerative agriculture

 The Tasmanian chef Matthew Evans has just written a book called “Soil” (soil in French) while the NGO created by the top Arizona Muse is called Dirt (literally earth, or mud): two words much easier to understand than the terms "agro-ecology" (the official French name, listed in the Rural Code), "regenerative agriculture" (its marketing version) or "permaculture" (rather used in gardening). But both the work and the association are interested in these techniques, the aim of which is to make the soil alive and rich. The intensive agriculture developed in the last century had the opposite effect: it impoverished it. Agroecology promises to reverse this vicious circle. By nourishing it, the soil will nourish the plants, therefore the men. The goal, in a few words, is to find a forest floor. Either rich in organic matter, earthworms and bacteria.

A SOURCE OF INSPIRATION FOR THE COSMETICS INDUSTRY

What does the cosmetics industry have to do with all of this? This way of cultivating begins to inspire brands, heavy consumers of plants to create their products. The FEBEA (Federation of Beauty Companies) mentions these techniques in its guide which lists good practices for protecting biodiversity. Some houses have already started: Klorane produces blueberries, aquatic mint, nasturtium and flax according to these principles. Chanel, a pioneer on the subject, grows 50 species of wild plants and 37 varieties of chestnut trees in the Southern Alps. The house also cultivates 2,700 camellia plants in the village of Gaujacq, in southwestern France. “We maintain the hedges, we replant trees, we study insects, we promote anything that can bring in small fauna, and we pay particular attention to the quality of the soil. It is very important, because it is the support of the plant, and when the soil is healthy, the plant is healthy, ”summarizes Philippe Grandry, Chanel crop manager in Gaujacq. Clarins is committed to the preservation of around a hundred endangered species in partnership with the Asters association, conservatory of natural spaces in Haute-Savoie. Younger brands are also putting this principle at the heart of their projects, such as the Eclo make-up line (around a hundred endangered species in partnership with the Asters association, conservatory of natural spaces in Haute-Savoie. Younger brands are also putting this principle at the heart of their projects, such as the Eclo make-up line (around a hundred endangered species in partnership with the Asters association, conservatory of natural spaces in Haute-Savoie. Younger brands are also putting this principle at the heart of their projects, such as the Eclo make-up line (@eclobeauty), Cosmos Organic certified (the European organic label), available next spring. The founders selected three active ingredients in a short circuit, for their regenerating benefit: rye, which drains the soil, Breton brown algae, which captures carbon, and Breton hemp, known to aerate the land. “The idea is to start a revolution, to educate consumers and guide their choices. The laboratory with whic h we worked has invested a lot, betting on the fact that other brands will follow suit, ”rejoice Priscille Charton and Julien Callede, the founders of Eclo.

In 2008, L'Occitane created an agronomy service, which employs three people in Burkina, for shea, and six people in France. The latter work with farmers on the Valensole plateau, near Manosque, an attic for cosmetic houses: among other things, lavandin, almonds and flowers are cultivated there. Concretely, two members of the team set up protocols and buy seeds to carry out trials. Verbena growers, for example, have planted sorghum between the rows of flowers. As a result, the sandy soil became more structured, with mycelium, better microbial activity, and this slowed down the spread of quackgrass. But selecting a seed that "helps" the soil is not enough: it must then be destroyed before it is it does not compete with cultures. To do this, you need a “rolling machine”, a machine that allows the grasses to be pinched and laid between the cultivated rows. These herbs die but remain flattened on the ground, thus protecting it. Finally, we can also choose to plant an entire plot with these food plants, to enrich the soil (as a kind of improved fallow: it is used indirectly, but is not immediately profitable). L'Occitane also helps finance experts, such as landscapers, and works to set up an association between farmers and fair certification. one can also choose to plant an entire plot with these food plants, to enrich the soil (as a kind of improved fallow: it is used indirectly, but is not immediately profitable).