In the past, there were strong bonds between nature and those who produced essential oils and perfumes from nature or used natural oils and perfumes.

Now, however, we find ourselves in a world that has separated most of the population from nature through the use of synthetic ingredients, rather than natural ones. There have been serious consequences for the world that have resulted from this separation, including the losses of many flower growers, the losses of jobs related to those growers, the disappearance of the flowers they once grew, and substantial threats to all the bees who depended on those flowers.

It is time we make the case to re-connect with nature and reverse this separation by focusing on the value of sustainable flower and plant growers and processors, fulfilling consumer demands for sustainable Natural Essences, and returning the flowers that are necessary for bees and other pollinators to survive and thrive.

As Director of IPF’s World Heritage Program (WHP), my responsibility is developing the overall strategy for the preservation and protection of the culture and heritage of plants, flowers and seeds, and the natural essences created from plants and flowers worldwide.

To achieve our objectives, I formed and chaired an International Committee of essential oil experts in early 2019. The Committee’s goal of sustainable standards for flower growers and processors was completed in June of 2020: Sustainable Essential Oil Standards (SEOS).

IPF can now certify flower and plant growers and processors using SEOS and we encourage everyone to support those essential oil providers who follow IPF’s SEOS standards whenever IPF/SEOS products are available.
​This support will not only enhance your business opportunities but will also be a key factor in supporting our bees, without which Natural Essences would not exist.

by Terry Johnson

When studying the origins of Natural Perfumery and Natural Aromatherapy three things become very clear:
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1. We have an amazing history, heritage and culture that need to be remembered and continually connected with.
2. From nature’s abundance of plants and flowers we can produce wonderful substances (such as essential oils and natural perfumes) that have long histories of providing humans with improved health and happiness.
3. This history, heritage and culture as well as these incredible plants and flowers, the products they produce and the people who work with them are existentially threatened and must be protected and nurtured.

Of course, we have other threats to deal with such as the pandemic, but the much greater and longer term threats are competitive in nature. For Natural Perfumers the threat is large synthetic perfume brands. Natural Aromatherapists are threatened by huge, billion-dollar essential oil retailers. 

As formidable as these companies appear, we can successfully compete with these wealthy giants if can utilize the following strategies:
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1. Develop, grow and certify the high value, sustainable essential oil supply chain
2. Improve retail messaging and pricing strategies to better serve artisan retailers and their high value consumers

The first few steps in achieving these strategies are already underway.  
In early 2019, The International Committee on Sustainability of Aromatic Plants and Essential Oils was formed. By June of 2020 the Committee had developed Sustainable Essential Oil Standards (SEOS) for growers and producers. These are the most comprehensive standards (including organic) for essential oils. You can find out more here:  https://www.essentialoilstandards.com/

Now that we have SEOS, the International Perfume Foundation (IPF) will be able to complete the certification of the entire essential oil supply chain including growers, producers, distributors, schools, Natural Perfumers, Natural Aromatherapists, Natural Olfaction Trainers and Natural Perfumotherapists.

As SEOS Certified products become more available, IPF will share this information with everyone. These new SEOS standards will help the supply chain achieve the authenticity, integrity and transparency necessary to attract many more high value consumers who are willing to pay more for products that have greater value to them. 

Once these consumers are satisfied with that value, they become loyal customers who will repurchase again and again. At that point we can begin the process of staking out the huge untapped, high value end of the market as our own.