What we're about: Conscious Choices

What’s a conscious choice? It’s a decision made by being mindful, by daring to ask why things are the way they are. And it’s the foundation of everything we do….

Because we love fragrance. But we don’t love the compromises that go into finding something special. Something that’s made responsibly and smells amazing. Something that’s beautifully packaged without damaging the environment.

Something that’s luxurious but isn’t about a celebrity or a fashion designer. Something you can try without enduring a department store fragrance counter. Something you look forward to wearing each and every day.

So we decided to make it ourselves. Here’s how...


Make fragrance without compromise.

Reimagining the process

We give our world-class perfumers the freedom to take risks and the time to perfect their craft. We spend 3 to 4 times more per bottle on ingredients than the big guys, who often hire the same amazing perfumers, only to limit them with tight deadlines, cost limitations and specific olfactive direction. We’re biased, but we believe you can smell the difference.

Ralf Schwieger, Moab perfumer | Photograph by Nina Westervelt

Nathalie Benareau, perfumer for Hanami, Olmsted & Vaux, Hepcat | Photograph by Nina Westervelt

David Apel, Greylocke perfumer | Photograph by Nina Westervelt


Make fragrance that feels as great as it smells.

Reimagining the fragrance

Your health is of the utmost importance to us. So we deliberately exclude all potentially harmful ingredients. That means minimizing skin irritants and no unnecessary additives—better for your skin, better for you. And because, like you, we care about our planet, we coordinate with the IUCN (more on them below) to ensure all our ingredients are responsibly sourced. Learn more about what goes into our products by viewing our full ingredients list here.

Nathalie Benareau, sourcing for Hepcat in Madagascar | Photograph by Alex Bonnemaison


Package everything with integrity.

Reimagining the bottle

Simply put, light damages fragrance. But most brands use clear bottles, so they have to add stabilizers to their product. We decided to go another way: we designed an opaque bottle, made with an industry-leading 20% recycled glass, to protect our scents. (We also used vegetable-based paint, so you can recycle it when you’re done.) A nice bonus: our FSC-certified boxes are made with 100% post-consumer cardboard. Because what makes the planet happy makes us happy.


Design the experience around discovery.

Reimagining the experience

We want you to try our fragrance on your skin, not on a sample strip. Why? Because you’re not made of paper. We also want you to sample at home—or at the office, or on a date, or wherever your day-to-day takes you—the way you wear fragrance in real life. Good news: you can do exactly that, and you start right here. (And if you’re looking to discover more about us, or about fragrance in general, check out our blog.)


Give back in any way we can.

Reimagining the community

In short, we support the community however possible. We are a certified B Corporation, which means we meet the nonprofit B Lab’s rigorous standards of social and environmental performance, accountability and transparency. (That last one is especially important to us, as we are one of the few fragrance companies that disclose all our choices and decisions, including ingredients.) We do not use any materials on the International Union for the Conservation of Nature's Red List of threatened plants. We don’t use animal products and are certified by Leaping Bunny for being cruelty-free. Because we’re committed to your health (and the planet’s), we are a proud supporter of Made Safe and its mission to change the way products are made for the healthier. We are recognized by One Percent for the Planet for donating more than 1% of our annual net revenues to environmental organizations worldwide. (Specifically, $5 from every bottle goes to either the IUCN or the Central Park Conservancy.) We encourage volunteerism and regularly hold all-team service days in our hometown of Austin, Texas.

We don’t stop there. To learn how else we support sustainability, check out the Conscious Choices section on the page for each fragrance.


Work with like-minded people.

Reimagining the team

A conscientious brand depends on conscientious people. People like our evaluator Anne Serrano-McClain, an immensely talented perfumer who helps bring our entire line to life. People like our advisor (and internal critic) Chandler Burr, a scent expert who is completely willing to praise us or send us back to the drawing board as needed. People like our entire team—including our co-founders, Eric and Cynthia Korman, who share experience and expertise from shaping some of the world’s best consumer and publishing brands—which strives to bring a mindful approach to all we do.

Eric Korman, co-founder | Photograph by Nina Westervelt

Cynthia Korman, co-founder

Anne Serrano-McClain, fragrance evaluator | Photograph by Nina Westervelt

Chandler Burr, advisor and critic | Photograph by Nina Westervelt


Keep an open mind.

Reimagining the future

We are constantly asking ourselves what’s next. New scents? New product lines? Something different altogether? If you’ve got a thought, we’d love to hear from you.

Oh, and because we aim to be purposeful with everything we do, we are constantly questioning the choices we’ve already made. If there’s something you think we could be doing better, again: we’d love to hear from you.