Award winning Canadian Fragrance Brand Rosy & Earnest Makes Its U.S. Debut With Ulta Beauty Online

In this exclusive Retailboss interview, they open up about what it really took to build an EWG-certified collection, how a partnership with legendary Master Perfumer Nathalie Feisthauer elevated their vision, and why their recent Ulta Beauty Marketplace debut marks a defining moment for modern clean fragrance.

Rosy & Earnest has become one of the first luxury fragrance houses to achieve EWG Verification. What did it take to meet those clean beauty standards in a category that’s often guarded by secrecy? It took real determination and a willingness to push against industry norms.

One of the biggest challenges was finding partners willing to disclose every ingredient and work within EWG’s Verified™ guidelines. In fragrance, formulas are treated as trade secrets, therefore full transparency is rare.

We were surprised to learn that many brands don’t even know what’s in their own perfumes because fragrance houses own the formulas and rarely share complete compositions. Several labs told us that full ingredient disclosure and EWG-compliant formulations were simply too complicated…