Vattenfall’s latest sustainable effort may appear to be a new beauty product but this item’s not for sale.

The Swedish energy company collaborated with an organic cosmetics brand, c/o Gerd, to develop a fossil fuel-free hydrogen face mist. Although the face mist is not intended to be produced as a commercial beauty product for sale, as part of the initiative, a limited number of 50 mL bottles have been made as proof that the emissions of fossil-free hydrogen are clean enough to put on one’s face.

In the video below, model Cara Delevingne explains more about the Industrial Emissions Face Mist.

Vattenfall partnered with creative agency NORD DDB on the campaign. “I think the main goal with this is to make it easier for people to understand what fossil fuel-free hydrogen is and how clean emissions can be,” NORD DDB’s Jacqueline Hellstedt told Ad Age.

The campaign will run across TV, digital and social media, and out-of-home over the next two months, according to the company. The face mist was teased in Vattenfall’s channels last October, and last week Delevingne hinted at it on social media, sharing how industrial emissions can do wonders for the skin. 

“This is not replacing but this is adding on top of the traditional campaigns we're running to to reach new target audiences and continue that momentum we have in the brand growth at this moment,” said Paul Morel, brand campaign manager at Vattenfall.