The quest for sustainable ingredients is picking up pace at L’Oréal. One of the world’s largest beauty companies announced Monday that it has invested in a Geno-led initiative to develop and commercialize biotechnology-based alternatives to key ingredients in beauty products.

A founding member of the initiative is Genomatica Inc., known as Geno, along with Unilever and Kao.

According to Barbara Lavernos, L’Oréal deputy chief executive responsible for research, innovation, and technology, Geno is among the most powerful biotech start-ups.

Geno develops sustainable materials from plant- or waste-based feedstocks rather than fossil fuels. A wide range of products are made from its materials, including cosmetics, carpets, performance foods, drinks, and home cleaners.

It is terrific that L’Oréal is a part of this because it is sending what I call tangible market signals in the context of the opportunity for delivering more sustainable ingredients and materials to shape the world in which we live,” said Geno CEO Christophe Schilling.