SMELL CLEAN

ELLE (Australia) - - Fiction -

For those who suf­fer through warm-weather re­ac­tions to their scent in sum­mer – a com­mon prob­lem with high-al­co­hol con­coc­tions – re­joice, as a new wave of brands adopt­ing con­scious la­belling is here. Flip­ping the tra­di­tional se­crecy and mys­ti­cism at­tached to what goes into mak­ing fra­grances on its head, la­bels such as Bee Shapiro’s El­lis Brook­lyn are cre­at­ing scents with a “clean” la­bel, so you know pre­cisely what you’re spritz­ing. “I saw that prod­ucts were go­ing green in makeup and skin­care but not in fra­grance. Fra­grance was still stuck in this very old-school way of think­ing,” says Shapiro, who’s also a colum­nist at The New York Times.

Global beauty jug­ger­naut Proc­ter & Gam­ble (be­hind prod­ucts such as Pan­tene and Her­bal Essences) is also do­ing its bit to im­prove trans­parency. It’s aim­ing to have all fra­grance in­gre­di­ents for its 2,000-plus scented prod­ucts listed on­line by 2019. So it’s hap­pen­ing slowly, but it is hap­pen­ing. “The beauty labs in the US weren’t in­tent on in­no­vat­ing for cleaner for­mu­la­tions. It takes brands and brand founders who are will­ing to go there, to push them, for change to hap­pen,” adds Shapiro.

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