Fragrance: When “Natural” Isn’t Always Safe
Unpacking what brands don’t say (and why we always will).
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Fragrance is one of the most emotionally powerful parts of any product.
It sparks memory. It shapes identity. It comforts, excites, or calms us.
But in personal care, fragrance is also one of the least regulated and most misleading ingredients on the label. And whether synthetic or natural, what’s behind that word can often be far from safe.
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The Fragrance Loophole
Legally, companies in many countries (including the U.S.) don’t have to disclose the individual components of “fragrance” or “parfum” on a product label. This single word can represent a mixture of dozens—or even hundreds—of chemicals, including:
Phthalates (hormone disruptors)
Allergens
Petrochemicals
Skin sensitizers
These mixtures are protected as “trade secrets.”
But to us, safety should never be a secret.
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The “Natural” Myth
What about essential oils?
Surely they’re always safe… right?
Not always.
Some essential oils can:
Irritate sensitive skin
Trigger allergies
Increase photosensitivity
Cause long-term sensitization with overuse
And not all “natural” oils are sustainably sourced or properly diluted—leading to both ecological and health concerns.
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How We Approach Scent
We love beautiful scents too. But we believe in doing it differently:
No synthetic fragrance blends
No phthalates or hidden carriers
No greenwashing claims
No pressure to be “fragrance-free” or “scent-loaded”
Instead, we’re working toward whole scent profiles created with:
Fully disclosed, naturally derived materials
Skin-friendly concentrations
Thoughtful sensory design for real daily use
Because scent should support your wellbeing—not silently threaten it.
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Transparency is Our Scent Signature
If we scent a product, we’ll tell you exactly what’s inside—and why.
No hiding. No vague labels. Just honesty and care, as it should be.
Clean shouldn’t just smell safe. It should be safe.
