NATURE not natural

The word natural is getting even more abused than when I first started making fragrance. Most perfume brands claiming to be “natural” go to extreme measures to hide that they use any type of synthetics by greenwashing their wording and confusing the public.

A few terms I have been seeing a lot lately are:

“100% Natural Derived”
“Plant Based Perfume Made From 100% Plant and Flower Materials”
“Beyond Clean” 
The reason this is happening is because there is a demand for true plant fragrance, the tragic part is that these terms above, and many others, don’t actually mean anything. It’s really challenging when your brand is based on authenticity. As I have mentioned before, these smoke & mirror shenanigans make my job really difficult.

My “people” then think they are allergic to all perfume, including those made from plants, when what they are actually allergic to is the synthetics and isolates contained within fragrances. In the past I confronted a few perfumers about their use of words and was answered with “The word we live in is all maya anyway.” What the heck kind of answer is that!

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