Parfums Christian Dior extends partnership with WWF to protect big cats around the world
Published on 10.31.2025 • 2 MINUTES- Perfumes & Cosmetics
After the lynx in France and the jaguar in North America, Parfums Christian Dior is extending its large-scale partnership with the WWF to protect big cats around the world, now helping to safeguard the puma in Chile.
This species is increasingly under threat today – there are said to be fewer than 50,000 pumas left in the world. Their number has been progressively declining for 200 years, due mainly to a fragmented habitat, encroached on by human activity, as well as hunting (pumas are considered a threat to cattle).
To protect these big wild cats, this partnership with the WWF encompasses very concrete actions: mapping sites for conservation, reconnecting habitats via ecological corridors, helping to educate communities and providing equipment to minimize conflict between humans and felines.
The new Parfums Christian Dior x WWF Chili alliance aims to regenerate up to 50,000 hectares of secure habitat for the puma in the heart of the Nahuelbuta mountain range by 2030.
"People and pumas share the same ecosystem, so we need to learn to live together. I think the key to puma conservation lies in co-existence," says Liliana Ortiz, Strategy and Science coordinator at WWF Chile.
