Climate action in the fragrance industry - with fragrances from the hej:pure line

This year, Mäurer & Wirtz is the winner in the new “Green Award” category of the Duftstars awards from the Fragrance Foundation Germany. With its innovative and sustainable fragrance concept hej:pure, Mäurer & Wirtz has prevailed over renowned competitors in the first year of the concept’s launch. In doing so, the company is making an important contribution to climate action. 

With hej:pure, the topic of sustainability is completely rethought, from fragrance oil to folding box, affecting the entire value chain. The principle of "less is more" already applies to its ingredients. All three fragrance creations by hej:pure are vegan and come without controversial ingredients, such as palm oil, UV filters, and dyes, in the bottle. The concept also addresses the issue of resource conservation; hej:pure packaging has a recyclability of 98% and is characterised by three principles in particular: 

#REDUCE – Recycled glass is used for the flacons, and the plastic cap is deliberately disposed of. The cardboard of the folding boxes is made of FSC-certified and completely recycled fibre and is printed with water-based, environmentally friendly inks. 

#REUSE – The spray heads of the flacons are easily unscrewed, and the visually appealing flacons can be used for other purposes, such as DIY vases. 

#RECYCLE – All packaging elements (spray head, glass bottle, and folding box) are recyclable. The external institute "Cyclos" certifies the hej:pure series with a very good recyclability of 98%. 

hej:pure "pure wood" recognized as pioneer with Duftstars "Green Award" win 

In November 2022, Mäurer & Wirtz was honoured for its sustainable fragrance collection, winning in the “Green Award” category of the Duftstars, the highest award in the perfume industry. It prevailed over 14 renowned competitors from the German fragrance industry in the very first year since the launch of hej:pure. 

The Duftstars has been honouring outstanding fragrance concepts for 30 years. With the new category "Green Award", the Fragrance Foundation Germany has now, for the first time, awarded a fragrance brand that holistically addresses the distinct sustainability needs of its retail partners and end consumers. To evaluate potential awardees, a six-member panel of experts considered the holistic impact of the submitted fragrance concepts. In addition to olfactory quality, packaging and production, as well as ingredients and social and ecological responsibility, were also evaluated. Under social and ecological responsibility, the following factors were considered: the use of recycled materials, plastic alternatives, and vegan formulas, reduction in material consumption, and production at climate neutral sites. 

"With hej:pure, we have set an example for the sustainable fragrance segment. Winning the 'Duftstars' in the important category 'Sustainability' makes us particularly happy and shows that our courage and tireless drive for innovation are paying off." 

Stephan Kemen, CEO Mäurer & Wirtz 

Transparent climate action strategy 

Mäurer & Wirtz has been working with ClimatePartner since 2022. The company has reduced the CO₂ emissions for all three hej:pure fragrances, calculated the unabated emissions, and offset them via two internationally recognised climate projects. Mäurer & Wirtz also supports the Plastic Bank project, an initiative that collects plastic waste to protect the oceans while improving the living conditions of local people.