YSL Beauty has announced two new rewilding programmes in partnership with global NGO Re:wild. It’s in celebration of International Rewinding Day and comes after the luxe beauty brand has “helped to rewild more than 47,000 hectares worldwide” so far.

With almost 75% of all wild places “having been degraded and more than 1 million species at the brink of extinction,” the company said it wants to do something, especially as “more than 50% of the remaining wild will disappear in the next decades if immediate action is not taken”.

The brand’s Rewild Our Earth programme “aims to protect and restore 100,00 hectares of wilderness by 2030 – a surface area that is almost 10 times the size of Paris – to safeguard biodiversity in threatened priority areas that inspires us and where our ingredients flourish”.

It has been running programmes in Morocco, Haiti, Madagascar, Indonesia, and Canada in the past decade and is now launching two new ones in the Bahamas and Colombia, “two of the world’s biodiversity hot spots” that “are among the most threatened natural zones in the world”.

The company is funding the programmes with a rewilding team in the Bahamas helping to protect and restore the habitat for the critically endangered White Cay Iguanas. In Colombia, the brand is helping to restore 3,579 hectares of buffer areas within the Colombian Chiribiquete and La Paya National Parks, in the heart of the Amazon.