Clarins names Arizona Muse as first global CSR advocate

Cosmetics group Clarins has named American model and environmental advocate Arizona Muse as its first-ever global CSR advocate. 

In this newly created role, Muse will lend her voice and platform to spotlight Clarins’ social and environmental commitments.

Notably, Muse will create social content that brings Clarins’ key CSR (Corporate Social Responsibility) initiatives to life including its commitment to responsible sourcing and full transparency on the origin of their ingredients, cultivation methods, and product manufacturing thanks to its traceability platform Clarins T.R.U.S.T.

The brand is also the first cosmetics company in the world to earn the Regenerative Organic Certified certification for its regenerative farming activity on the Domaine de Serraval.

Looking ahead, Clarins’ sustainability roadmap includes a goal to cultivate one-third of the plants used in its products by 2030 on its two Clarins Domaines, using farming methods that actively regenerate soil health.

“Clarins has always advocated for social and environmental responsibility. It’s one of our founding values. We have chosen Arizona as the perfect partner to represent this core value and embody our CSR initiatives: her deep commitment to sustainability matches Clarins’ and she shares our convictions about the work companies need to be doing in terms of CSR,” said Virginie Courtin, managing director of the Clarins Group.

“I met Arizona about 10 years ago and have been impressed ever since by her sincerity and dedication. I am confident that she will help us communicate on our initiatives and commitments with the engagement, passion and knowledge she brings to every project.”

Once dubbed “the new face of American fashion” by Anna Wintour, Muse’s modelling career includes over 40 Vogue covers and collaborations with some of the world’s most prestigious fashion houses. But it was her growing concern for the environmental impact of clothing production that led her down a different path. In 2021, she founded DIRT, a charity focused on promoting regenerative farming practices and helping brands transition to more sustainable strategies.

“Since I was 26, I’ve been thinking about sustainability, and about what we can do, as corporations and humans, to create a more sustainable future so this feels like the kind of partnership I dreamed up,” added Muse. 

“It’s the 1st time that a business as big as Clarins has trusted me to be their CSR advocate and I’m proud to accompany them on their sustainability journey. I love how important sourcing and choosing regenerative farming practices are to Clarins, and how they’ve built this into their business. If brands want to be truly sustainable, it has to be written into the business, and Clarins understand this.”