Hyundai Collaborates with Startup to Create Authentic-Scented Plant-Based Leather

I must admit: My family has two vehicles—one with genuine leather and the other featuring a synthetic variant. The authentic leather offers an amazing experience, while the faux version… well, it’s clearly not real.

Looking at the samples on my desk, it’s evident that leather alternatives can mimic natural textures and have a lower environmental impact.

Traditional synthetic leathers are mainly composed of plastic derived from fossil fuels. In contrast, Uncaged Innovations primarily utilizes agricultural grains such as wheat, soy, and corn. The result closely resembles various forms of real leather, even possessing a similar fragrance.

“Leather isn’t just one thing,” explained co-founder and CEO Stephanie Downs to TechCrunch. “There are literally thousands of types: differing animals, thicknesses, and tanning methods. We needed to develop something easily customizable.”

Uncaged has exclusively informed TechCrunch of their collaboration with Hyundai’s Cradle division to refine their material for automotive uses. Their goal is to create a robust, eco-friendly alternative that can replace leather in cars. Uncaged claims their material’s carbon footprint is 95% smaller than that of traditional leather.

Recently, the startup also announced a partnership with Jaguar Land Rover.

Leather substitutes have existed nearly as long as cars, with the original Ford Model T utilizing basic faux leather as early as 1913. Though quality has certainly improved, many alternatives still do not replicate the genuine feel of real leather.

Currently, the startup’s materials are used in vegan-friendly handbags and watch straps. While fashion brands may be notable clients, the automotive sector represents a potentially larger market. A single leather interior can require between two and 14 cowhides, based on coverage and the manufacturer’s quality benchmarks. Since cattle often roam outdoors, their hides may display marks from insect bites or barbed wire, leading to considerable leather waste.

In comparison, Uncaged’s material is manufactured in a factory, ensuring more uniformity than cowhides.

Positioned in the mid-market range against traditional leather, Uncaged’s pricing starts below $10 per square foot for smaller orders, with larger orders costing potentially half as much, according to Downs. “It not only offers environmental advantages but also cost savings,” she added.

Uncaged is actively testing its materials with several automakers. Heat resistance remains their primary challenge, but Downs is optimistic about the progress being made.

“One automotive client is challenging us to endure 95 [degrees] C for 500 hours. In our initial trials, we achieved 85 C for that duration,” she shared.

Downs noted that Uncaged’s aim is to closely simulate authentic leather by replicating its chemical structure.

Natural leather is crafted through the tanning of animal hides, which stabilizes their fibrous collagen proteins.

“We explored hundreds of plant ingredients and combinations to find a way to create fibril structures,” Downs explained. “Ultimately, [co-founder Xiaokun Wang] devised a method to convert plant proteins into these structures.”

This material is then applied to a backing made from plant fibers. Both the cloth foundation and the plant-based leather are biodegradable, Downs emphasized. For certain uses, they also add a 0.01 mm layer of bio-based polyurethane, enhancing appearance and texture, whether for a more robust grip or a silky smooth finish.

Uncaged incorporates mineral pigments for color and can emboss various textures. They can even introduce different fragrances using floral extracts; one sample on my desk has a sweet, floral scent.

“Automotive companies are keen on developing their own unique scents. Handbag manufacturers have also expressed interest in replicating our signature fragrances,” Downs mentioned. “This feature has been more popular than I ever expected.”