Clarins Seeds of Beauty

Clarins Seeds of Beauty

Preserve biodiversity.

The partnership between PUR Projet and Clarins was formed following a meeting between two visionaries who are both passionate about nature: Christian Courtin-Clarins and Tristan Lecomte. Seeds of Beauty is one of the projects rolled out by Clarins which aims to preserve biodiversity in cooperation with local communities who will benefit from the projects.

To date, we have planted: More than


trees worldwide.




Indonesia, the hub of our commitment

Since 2016, Clarins has been providing support for local projects in several regions in the Sumatra Island, Indonesia. Our goal? To improve and preserve the quality of land, reduce erosion and increase and diversify the producers' income. A genuinely virtuous circle wherein we are all key players who collaborate with each other:
You, PUR Projet and Clarins.

In their own words...

Maksyarin (36) - wearing brown clothes - and Sulaini (37) - wearing yellow clothes - are two sisters living a few kilometres outside Takengon.

They both work on the family’s farm, cultivating coffee, durian, jack fruit, oranges and cacao. They normally clean and pick coffee. The farm also has a nursery for coffee plants (shown in the pictures). The family grows plants here twice a year to then be distributed to the other farmers in the area. At the moment, they have 16,000 4-month-old plants (they will be ready in December). Maksyarin has 3 kids and Sulaini has 5.

Why plant trees?

One tree can generate multiple benefits

Benefits for the ecosystem :

  • Adaptation to climate change.
  • Soil is enriched with organic matter and decontaminated, and risks such as landslides and damages caused by erosion are mitigated.
  • Improved pollination, pest control and preservation of biodiversity.
  • Water purification and improved infiltration and water holding capacity of soil and atmosphere.

Local community benefits

  • Increased and diversified revenue
  • Education and training for a more sustainable agricultural model

  • Preservation of customs and traditional know-how

Knowledge of agroforestry

Our model for action

Thanks to the PUR Projet, Clarins has been able to provide on-the-ground support for an action model based on 4 criteria:

  • 1


    involves all concerned parties and helps local communities.

  • 2


    projects with multiple impacts and benefits: social, environmental and economic.

  • 3


    projects designed to last for 40 years, integrating long-term management by local communities.

  • 4

    Quality requirement:

    Full traceability, full disclosure and high-quality seeds.

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