Press Release



Johannesburg, South Africa – March 14, 2020 – ethereal by BEVERLEY CLAIRE is launched. Classified as a parfum, ethereal sets a new precedent in the fine fragrance industry due to its incorporation of innovative and sustainable packaging technology. In a striking departure from industry norms entrenched over decades with regards to glass and plastic packaging, ethereal proudly utilizes Bag-On -Valve (BOV) technology in recyclable aluminium cans. BOV is a superior spray dispensing system, with up to 100% product emptying – that is, ‘good to the last drop’ of fragrance. This technology allows an even and controlled spraying pattern and delivers optimal results at any angle. There is no need for flammable propellants. The product is also sealed inside a bag throughout its shelf life, offering complete protection against oxygen exposure and contamination.

This revolutionary technology allows the primary packaging to be re-used up to 10x. Thereafter, it is recycled and should ultimately never land up on landfill. Consumers can simply visit once their perfume can is empty, notify the company, and their can is collected at no cost – ready to be used in the next manufacturing cycle. Each product contains a unique code that may be tracked or traced at any stage of the product’s life cycle, until finally it is recycled. Total traceability of the product is respected from ‘cradle to grave’ and promises peace of mind to the conscientious, woke consumer.

The secondary packaging is also recyclable and without an outer plastic sleeve that is typically found in most cosmetic and fragrance brands.


“I wanted to create a fragrance that can compete with other premium fragrances in the marketplace, but not compromise the beauty of our planet. Together we can reduce the harmful impact of indulgent consumerism. Together we can promote sustainable living, without feeling guilty about polluting the planet with our purchases. The retail fragrance industry in South Africa rakes over 11 Billion ZAR annually and it appears that there is little proof of actual recycling of perfume glass/ plastic bottles and deodorant cans in South Africa,” says Beverley Gardner.

Inspired by the innocence and ignorance of one’s youth and hindered by the world’s consumerist mindset, BEVERLEY CLAIRE has joined forces with dynamic partners to further co-create a world worth living in- using smart technology to drive sustainability and educate the consumer. The brand is committed to sourcing all of its packaging supplies locally as well as the majority of its raw material ingredients.

“Brands have the power to influence people to make the right choice! ” Beverley passionately explains.
“We all have the ability to make informed decisions on whether to recycle or re-use products. But most importantly, we have the right to refuse to purchase products that are not sustainable or refuse to support brands that are consciously polluting”. The brand is targeted at the consumer who is protective of their planet and who desires to engage with a brand that is totally transparent.

BEVERLEY CLAIRE empowers people to live healthy lives in a healthy environment. Through research, curiosity and smart technology, BEVERLEY CLAIRE drives consumer’s choice and civic action.

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