The following examples demonstrate how LVMH Maisons are translating the Biodiversity pillar into tangible action across their operations and supply chains.
Guerlain — Bee Respect Programme
Guerlain has been a champion of bee protection since 2021, partnering with UNESCO to support pollinator conservation in biosphere reserves worldwide. Bees are central to Guerlain’s fragrance heritage — the iconic Bee Bottle has represented the brand since 1853. Through the Bee Respect programme, Guerlain funds the preservation of wild bee habitats and works with beekeeping communities to restore pollinator corridors across Europe and beyond.
LVMH — Biodiversity Fund
In 2021, LVMH launched a dedicated Biodiversity Fund with an initial commitment of EUR 5 million, subsequently expanded. The fund supports conservation and restoration projects across five continents, with a focus on ecosystems directly linked to the Group’s sourcing regions — including French oak forests (cognac and perfumery), Mongolian cashmere grasslands, and West African cotton landscapes.
Hennessy — Regenerative Viticulture
Hennessy, the world’s leading cognac producer, has committed to transitioning its vineyard network in the Cognac region of France to regenerative agriculture practices. Regenerative viticulture goes beyond organic farming to actively restore soil health, increase biodiversity in and around vineyards, and sequester carbon. By 2030, Hennessy aims to have all partner vineyards operating under regenerative principles.
Loro Piana — Vicuna Conservation, Peru
Loro Piana sources vicuna fibre — one of the world’s rarest and most precious natural materials — from the high-altitude plains of Peru. Rather than farming vicuna in captivity, Loro Piana works with indigenous Andean communities to conduct traditional chaku (roundup) practices, shearing the animals and releasing them unharmed. This approach preserves the wild vicuna population, protects the high-altitude grassland ecosystem, and sustains the livelihoods of local communities.
Sephora — Responsible Botanical Sourcing
Sephora has committed to tracing and certifying the botanical ingredients used in its own-brand product lines. Working with suppliers and conservation organisations, Sephora is establishing sourcing protocols that protect wild plant populations, prohibit harvesting from endangered species, and support the communities that depend on botanical resources for their livelihoods.