Los Angeles, CA – Pop icon Justin Bieber’s new fragrance Elysian (launched March 1) has already sold 1 million units, thanks to its "scent with a mission" model. The woody-amber scent, inspired by Bieber’s journey to sobriety, is carbon-negative: each bottle funds the removal of 2 lbs of CO₂ via direct-air-capture tech. Partnering with Impossible Pork founder Pat Brown’s climate startup, the brand also uses 100% recycled packaging and pays farmers in Madagascar a 30% premium for vanilla beans. "Fragrance should heal, not harm," Bieber told WWD. Celebrity fragrances now account for 18% of global sales, according to Euromonitor.
