IFF grows its naturals hub in Grasse
International Flavors & Fragrances (IFF) has announced a significant expansion of its LMR Naturals site in Grasse, France. A move that underlines just how central naturals and sustainability have become to the fragrance industry.
The $10 million (c€8.5m) investment will increase production capacity at the site, as well as add new facilities for research and innovation in natural ingredients. For those unfamiliar, LMR Naturals by IFF is a supplier of natural raw materials for perfumery. Founded in 1983, the business specialises in creating extracts that preserve the complexity of botanicals ( think rose, patchouli, or ginger) while ensuring consistency for perfumers to work with.
Why Grasse matters
Grasse is often called the capital of perfume, a hub in the South of France where flower cultivation and distillation techniques have been refined over centuries. By investing here, IFF is tapping into tradition but also signalling an intent to keep Grasse central to perfumery’s future.
A focus on sustainability
One of the core drivers of this expansion s an industry-wide push toward sustainable naturals. Natural raw materials can be notoriously difficult to source consistently: harvests vary, crops are vulnerable to climate change, and extraction can sometimes put pressure on ecosystems. IFF’s new facilities aim to address these challenges by:
Scaling up innovation in environmentally friendly extraction methods.
Developing more resilient supply chains with local producers.
Reducing energy use and emissions linked to ingredient processing.
In business terms, IFF is betting that sustainability is not just an ethical imperative but also a commercial one: consumers are increasingly drawn to transparency and eco-credibility in their fragrances.
The bigger picture
For perfume lovers, this might feel distant from the spritz on your wrist — but it has a direct impact. High-quality natural extracts are often the backbone of niche and luxury perfumery. By investing in capacity and innovation, IFF is ensuring that perfumers can continue to access roses that smell like roses, patchouli that smells deep and earthy, and ginger that sparkles with freshness — all without depleting the planet.
This move also reflects a broader trend: major fragrance suppliers are moving to lock in secure, sustainable pipelines of naturals at a time when climate pressures and market demand are intensifying. With Givaudan, Symrise, and Firmenich also advancing their naturals strategies, competition in this space is heating up.
What It Means for Perfumery
In short, IFF’s expansion in Grasse appears to be more than just a corporate project. It’s about future-proofing the art of scent creation making sure perfumers have the tools and ingredients they need to keep innovating, while addressing the current environmental realities.
