BEAUTYCOUNTER UNVEILS CLEAN FRAGRANCE LINE

THE WHAT? Beautycounter has taken its clean beauty philosophy into the realm of fragrance. Claiming to ‘set a new standard for clean fragrance’, Clean Eau de Parfum is the brand’s first perfume line.

THE DETAILS The range, which comprises five scents, is part of the brand’s wider transparency mission to close the ‘fragrance loophole’, that allows manufacturers to list multiple ingredients used to make scent under the generic terms parfum or fragrance.

THE WHY? Gregg Renfrew, Founder & CEO of Beautycounter, stated, “Whenever asked for a piece of advice on how to navigate the personal care market, I have always recommended that people shop fragrance-free. Many of the most offensive chemicals are found in fragrance. I think it is our right and our responsibility to give people safer solutions that they are confident wearing. I am proud that Beautycounter is launching a collection of beautiful scents, screened for safety, and am energized to continue to build on our history of disruption to create a higher industry standard, and most importantly protect the health and safety of more people.”