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. But we believe consumers deserve to know what they’re putting on their skin. Our journey started with our own frustration at finding perfumes that offered transparent ingredients and third-party certification.

That became our motivation, and we kept going until we found a lab and perfumer willing to take that leap with us. Meeting these standards meant working with a smaller palette and finding creative ways to build depth. The EWG process is highly rigorous, with every ingredient reviewed for compliance…