What is Profuture?
Altra’s inner compass is defined by a distinct philosophy that holds the natural world in reverence, guiding each step of our process to create our scents with a conscious and responsible approach. We call this Profuture®.
We are living in an age where our consumption cycle is inherently imperfect. While it may not be possible to create products with zero impact on our planet, we know there is a better way and are dedicated to making beautiful fragrances without compromising on experience or ethics.
Profuture is more than just being ‘environmentally friendly’. It’s beyond replacing plastic with paper, or single-use bottles with refillable ones. Rather, innovation and mindfulness shape every decision taken across all steps of our fragrance-making process. Years of research are carried out to ensure each aspect of Altra is in line with our commitment, creating a product that is both beautiful and lasting – our answer to the throwaway culture that pervades our world today.
From the box that holds our Liquid Contour bottle to our compostable vacuum-packed samples – packaging that is the first of its kind in the fragrance world – every aspect speaks of profound appreciation for what our Earth provides and our love of creativity and design. Our scent ingredients too are sourced in accordance with our Profuture principles. Each raw material is meticulously chosen for its unique characteristics, and all hold their distinct place in the palette of hundreds of natural essences used by our Perfume Creator. Altra’s scents are a reflection of the DNA of each natural material, shaped by the terroir they have been grown in, the know-how of the growers, the extraction process, and by the many hands that touch their journey - every drop is alive with the energy infused by Mother Earth.
Conscious of our sourcing footprint, we are determined to minimise our impact by collaborating with packaging suppliers that are located as close to us as possible. At the same time, we work only with renowned natural material producers who, like us, respect the values of honesty and integrity to ensure responsible sourcing. Where we take away, we give back, positively and actively contributing to the local communities that are involved in our suppliers’ projects for long-term, sustainable growth where nature is preserved and honoured. We are also a proud member of 1% for the Planet, a global movement that funds diverse environment-focussed organizations through its members’ contributions.
In resonance with our philosophy, in the weeks ahead we will be exploring the different aspects of Altra that together define and shape our Profuture commitment. Thank you for joining us on this journey. Our collective choices have an impact – on ourselves, the worldwide community of creators, growers and makers, and on our planet.