Our Values

Our Brand Values and Philosophy

Our goal is to create beautiful fragrances that bring joy into people’s lives, redefine the scent experience and tell stories in scent. Seeing that it was hard for people to find their signature scent, we have created a range inspired by character and style, rather than families to make it easier to connect and find your signature fragrance and build a perfume library for every personality, mood, and moment.

We are always intentional when choosing our ingredients. Each ingredient has to be sustainable. With growing awareness of environmental issues, consumers are prioritizing brands that align with their values. Sustainable perfumes reflect a commitment to the planet and responsible practices for sourcing natural ingredients.

Non-irritating

Instead of choosing a natural ingredient that can cause an allergic reaction, we use bioidentical alternatives and safe synthetics.

That’s why our philosophy is to be open, clear and genuine.

We’re proud of our conscious approach to fragrance formulation and development.

We steer away from saying ‘clean’, not least because it’s subjective, potentially misleading and doesn’t really communicate our founding mission: to choose ingredients that are kind to our bodies and to the planet.

We do not use stabilisers, parabens or phthalates. Phthalates are used to artificially make scents last longer and are used in the manufacture of household cleaners, cosmetics, personal-care products and fragrance and research has linked continuous exposure to asthma, chronic disease, breast cancer, neurodevelopment issues and fertility issues.

We do not use animal products or by-products. We are PETA certified, vegan and cruelty-free across our whole supply chain.

We look to science to help us choose bioidenticals where they are more sustainable and synthetics where they are less irritating or harmful to the body. To us, synthetic can be sophisticated, and ‘natural’ isn’t always best. Exemple Dyes used to colour perfume can be notoriously toxic (even if they are natural) so we simply don’t use them.

All our products are designed, developed and manufactured in Finland, ensuring quality, transparency and responsibility in every collection.