Not all icons are immortal: the enduring legacy of Immortelle

A flower that defies time

While few things in nature may be described as eternal, the tiny golden Immortelle flower seems to challenge this assumption. Revered for its remarkable longevity, this vibrant bloom grows wild and free on the island of Corsica and has held its mystery for over 2,000 years. Known scientifically as Helichrysum italicum, Immortelle has earned its place in history – and as a skincare staple – for its powerful and potent properties.

L’Occitane en Provence has harnessed the power of this extraordinary flower in its award-winning Immortelle Skincare Collection. The brand sources its organic Immortelle essential oil from Corsica, where the flower thrives in the island’s sun-drenched soils. Rich in active molecules, particularly the potent neryl acetate, the oil is celebrated for its anti-inflammatory and anti-ageing properties, making it a natural treasure in the world of beauty.

Sustainability from root to radiance

Beauty, as L’Occitane en Provence underlines, must not come at nature’s expense. The brand’s relationship with Immortelle goes beyond skincare – it is about stewardship and sustainability. For over 20 years, L’Occitane en Provence has studied Immortelle’s benefits, secured a number of patents in France and pioneered traceable, organic cultivation methods. In 2004, three years after launching the successful Immortelle Precious range, L’Occitane en Provence set up its first organic Immortelle plantation programme in Corsica to ensure a sustainable supply. All Corsican Immortelle crops used by the brand are 100% organic, an achievement made possible through long-term collaborations with 15 local producers and an enduring respect for biodiversity.

The approach adopted by L’Occitane en Provence exemplifies regenerative agriculture, inspired by forest ecosystems and guided by the rhythms of nature. Rather than depleting the land, Immortelle cultivation on Corsica is designed to protect the wild variety, preserve the plant’s rare genetic heritage and safeguard its unique essential oil. Certified Corsica Grana seeds – hand-picked from wild populations across the island – ensure biodiversity is not just maintained but also celebrated.

Data-driven conservation: the IUCN Red List

True to its commitment to the planet, the L’OCCITANE Group is a strong supporter of the International Union for Conservation of Nature (IUCN) Red List, a trusted scientific tool that identifies endangered species and highlights conservation priorities. By using this data, the L’OCCITANE Group gains critical insights into how its sourcing impacts biodiversity and how it may take conscious steps to mitigate harm, especially by distinguishing between wild-harvested and cultivated botanicals. The message is clear: iconic flora – and fauna – needs protection. Immortelle may endure longer than most blooms but is not immune to the threats of climate change and habitat loss.

Be part of the legacy

Through responsible cultivation, community partnerships and cutting-edge research, the L’OCCITANE Group ensures Immortelle remains a symbol of resilience, not exploitation. But its work is far from over. Donate to the IUCN Red List today and help protect not just Immortelle but also all the endangered species we risk losing. After all, nature’s iconic flora and fauna are not immortal unless we act.