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New Vattenfall Campaign Illustrates Clean Potential of Fossil-Free Hydrogen

The ‘Industrial Emissions Face Mist’ is made from wastewater from a factory powered by fossil-free hydrogen. The emissions are so clean, they could become part of your skincare routine.

British model, actor and climate advocate Cara Delevingne has joined forces with Swedish multinational energy firm Vattenfall to “launch” the “Industrial Emissions Face Mist.” Not a product for sale, the face mist is a clever way to highlight the benefits of one of the most promising energy solutions capable of reducing climate-changing emissions — in this case, fossil-free hydrogen.

Fossil-free hydrogen is a versatile fuel that emits water instead of carbon dioxide when used. The Industrial Emissions Face Mist is made from actual wastewater from a factory powered by fossil-free hydrogen. The emissions are so clean that, in theory, they could become part of your skincare routine.

Fossil-free hydrogen holds the potential to decarbonize entire industries and thereby reduce carbon emissions significantly, especially in industries such as steel production — which is responsible for seven percent of the world's total carbon dioxide emissions.

“We aim to highlight the potential of fossil-free hydrogen by showcasing that when used as fuel only water is emitted. The ‘Industrial Emissions Face Mist’ is made of real wastewater from the steelmaking process taking place at the HYBRIT pilot plant in Luleå, Sweden,” says Mikael Nordlander, Director of Industry Decarbonization at Vattenfall. “We aim to show the potential of fossil-free hydrogen and inspire others to join us in the transition towards a cleaner and more sustainable future.”

The key ingredient in the face mist is wastewater from the HYBRIT plant — a collaboration between Vattenfall, steel manufacturer SSAB and mining company LKAB. The partnership aims to develop a process for fossil-free steelmaking, using hydrogen produced with fossil-free electricity.

Vattenfall says the advantages of fossil-free hydrogen are not constrained to steel; the fuel has the potential to power heavy industries across different areas — including refinery and petrochemicals — enabling a shift towards a more climate-friendly future. Vattenfall is conducting feasibility studies together with partners Preem and St1 to investigate an offshore wind-based infrastructure to supply fossil-free hydrogen for the production of fuels for heavy transport and aviation. The first drop of sustainable aviation fuel made from fossil-free hydrogen is expected in 2029.

“Throughout this project, I have learned so much about fossil-free hydrogen — working with Vattenfall has allowed me to see firsthand how this fuel works and how it can transform entire industries,” Delevingne says. “I’m thrilled to be part of this project and raise awareness about an initiative that demonstrates the huge potential of fossil-free hydrogen in replacing fossil fuels. If it takes applying the emissions on my face to spread this message, I am willing to do it.”

Paul Morel, Brand Campaign Manager at Vattenfall, says Delevingne’s commitment to promoting a fossil-free future played a central role in the collaboration.

“Vattenfall acknowledges Cara Delevingne’s important voice as a climate advocate in her community — especially her ability to highlight positive, sustainable change,” he says. “In this project, Cara plays a key role to raise awareness and inform people about fossil-free hydrogen, as well as Vattenfall’s goal of achieving fossil-free living within one generation.“

While the Vattenfall face mist is an actual face mist — produced for use in the campaign by Swedish sustainable personal-care brand c/o Gerd — only a limited number of bottles have been produced and it is not for sale; but readers in Sweden, Finland and Germany who are interested in adding the face mist to their skincare routines can sign up to receive a bottle here.