The beauty giant said Tuesday it is aiming to make the majority of its fragrances using ethanol from captured industrial carbon emissions by 2023. The company has signed a letter of intent to partner with carbon recycling company LanzaTech to manufacture the ingredient.

Carbon capture techniques that suck up industrial emissions have existed for decades, but it’s costly and the technology has struggled to scale. LanzaTech offers one route to commercialisation. The company recycles industrial gasses like carbon dioxide produced in steel manufacturing into ethanol, a key ingredient in perfume.

Coty’s scientists worked with LanzaTech and its production partners for two years to develop a high-purity ethanol suitable for use in fragrances. The beauty company’s embrace of the technology comes amid heightened awareness of the fashion and beauty industries’ environmental impact. Coty has outlined an ambition to reduce its absolute carbon dioxide emissions 30 percent by 2030.

“Coty is focused on creating outstanding products that are truly clean and green,” Coty chief executive Sue Nabi said in a statement. The shift to carbon-captured ethanol is “not only the right thing to do, but it makes commercial sense too — with today’s consumer rightly demanding that their favourite brands share their commitment to sustainability.”