Sustainability is an evolving goal for us. We make a continuous effort in each aspect of production and distribution to be as sustainable as possible.

Small Batch Production

Starting small has affected many elements of production: from our less-than-competitive production costs, to where the bottle is produced, we’ve had to find creative solutions and compromises to avoid mass-production.

Bespoke Bottles

The glass perfume bottle is nothing new – so we didn’t think it would be a challenge. We knew for sure that we would like ours to be bespoke. After a lot of searching for the right bottle, we had limited options, and faced a tough decision: choosing a standard bottle in a small quantity or a bespoke bottle in a small quantity.

We ship the bottles to us by sea rather than sky to minimise any negative impact on the environment. Ideally, we would like to produce our bottle closer to home. We are hoping that it will be possible as the company grows and we start moving larger quantities of stock – however, we really don’t like the fact that there is no other way around it. If you have any advice for us, e-mail here.

If you have fallen in love with your scent and used it all, get in touch with us and we will easily refill your bottle. Thanks to this, we use less glass and plastic and you get a discount.

No magnet in the cap

The sound of the magnet in the cap of a perfume bottle, much like closing the door of the high-end car, is a mark of a truly luxurious brand. Funny how opulence always ends up being a bit problematic. Did you know that if a perfume bottle cap contains a magnet you have to take it out before it can be recycled? We decided to make our caps without magnets to avoid this. It’s a small detail that makes being a bit less harmful to environment easier.

Packaging & Labels

Our packaging is grown in the Netherlands. Yes, that’s right, it grows. It’s made of agricultural waste and mycelium (which is a part of mushroom), which is fully compostable – you could literally throw it on the ground and it would be fine. We’d rather you choose the composter if you have access to one. You could also use it as a planter, or a container. Since our packaging grows for us every week, we adjust the numbers to our needs without unnecessary surplus.

Another cool thing about our magical mushroom packaging is that it’s protective, meaning we don’t need to use tons of plastic bubble wrap. We also got rid of the cellophane some brands use to show a bottle hasn’t been opened. Instead, we secure the box with an industrially compostable wrapping made of PLA (polyactic acid).

Both stickers and the bottle wrapping can be disposed into the food waste bin – they will break down in the process of industrial composting. You can try composting at home too, but this will take longer – about 12 months.

Bags & Envelopes

Our bags are made of sustainably sourced paper by a company called Avisera. They also calculate the carbon emissions of producing their products and offset it by planting trees in Colombia. Thanks to this, our bags can be considered a carbon-neutral product.

The stickers we use are made of recyclable and industrially compostable cellulose material.

We fill our bottles, and package them in our innovative mushroom packaging, in house in London.

Cruelty-free and predominantly vegan

All our perfumes are cruelty-free, and not tested on animals. We will never sell them in any country that could require this. All of our scents are vegan unless otherwise stated.

Bel Rebel believes that beauty should be cruelty free. We are proud to be Leaping Bunny approved. A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements. All of our own brand fragrances are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited. For more information about Cruelty Free International, Leaping Bunny and Leaping Bunny criteria, please visit

A mix of natural & synthetic molecules

The question of synthetic vs natural molecules is ubiquitous. We choose to use both. We feel it’s a more sustainable option that still allows the creation of complex, deep fragrances.

The word synthetic (man-made) brings a connotation of being artificial or fake, but many of the lab-made molecules have the same structure as their natural equivalent. The only difference is that one requires miles of fields full of flowers, tons of water and tedious hours of labour. Often, choosing the synthetic option is simply better for the environment. Sometimes, using the natural essence keeps traditional industries alive, which can also be a good thing. We believe in balance.

Both natural and synthetic molecules can contain allergens and be potentially harmful. That’s why an external body called IFRA regulates the use of every molecule that goes into perfume. You should not be scared of using fragrances that contain synthetic molecules – they have been thoroughly checked before entering the European market.

Have you got any questions about sustainability at bel rebel, or would like to tell us how we could do better? Get in touch here.