There are about 17,000 species of butterflies in the world and in the United States alone, about 19% are at risk of extinction. The monarch butterfly is disappearing at one of the highest rates in the US. Part of this is because they have a migration pattern thousands of miles long so when habitats are lost along the way, they can’t complete this journey. In Florida, the Schaus' swallowtail has been listed as threatened since 1976 and endangered since 1984, and was the first butterfly to be protected under the Endangered Species Act. However, it’s still endangered today. The Palos Verdes blue butterfly in California is largely threatened by weed management.
As founders of a clean beauty movement that ensures a happier, healthier planet for all, Clean Beauty Collective became concerned when they initially learned of the threats facing insects that help the planet's ecosystem thrive. In its efforts help protect the planet and its beautiful butterflies, the fragrance brand partnered with EarthDay.org to support their Protect Our Species program.
This year, they are raising awareness about declining butterfly populations by launching CLEAN RESERVE Lush Fleur.