FRAGRANCE
A rosie-olutionary FRAGRANCE
By/Rosie Jane, established by Rosie Jane Johnston, is a sustainable fragrance brand prioritising transparency and top-tier products. Rosie’s journey from Australia to LA has led to remarkable achievements, emphasising the brand’s commitment to impactful products. Michelle Ruzzene explores the business insights gained along the way. CAN YOU SHARE THE STORY BEHIND THE CREATION OF BY/ROSIE JANE?
While working as a makeup artist, I had a desire to create a distinctive fragrance that would leave a lasting impression. One evening, inspired by a few bottles of wine, I crafted my first fragrance in 2007. As demand grew among my clients and friends, I filled 10 bottles for a boutique, and they sold out in just 24 hours. The motivation for the ‘clean’ aspect of the brand emerged when I became a mother to my daughter, Leila Lou. I realised the need for transparency and better ingredients, as I couldn’t even identify the contents of the perfumes I was sharing. This realisation led to the creation of By Rosie Jane, dedicated to clean and safe beauty. THE BRAND’S TAGLINE IS ‘CLEAN / COOL / EVERYDAY’. HOW DO THESE VALUES TRANSLATE INTO THE PRODUCTS YOU OFFER?
Clean / Cool / Everyday means creating clean beauty for cool humans. We blend the beauty of nature with scientific innovation to craft consciously sourced, non-toxic perfumes and skin-friendly products that not only feel and smell incredible but are also made 54| RETAIL BEAUTY SUMMER 2023
by awesome humans in California, not machines. We’re dedicated to cool humans who care about our planet, striving to make our products better for people and the environment. Our efforts include using only recycled and recyclable packaging, eliminating singleuse plastics, prioritising glass, and investing in community giveback programs to reduce greenhouse gases. Ultimately, we believe in finding beauty in everyday routines, making those mundane moments intentional and beautiful, everyday. COULD YOU TELL US MORE ABOUT YOUR JOURNEY FROM BEING A NATIVE AUSSIE TO BECOMING A PROMINENT FIGURE IN THE LOS ANGELES BEAUTY SCENE?
I never intended to relocate to Los Angeles. My initial trip was to visit my sister for my 21st birthday, and it was during that visit that I met my husband. Although I developed a fondness for the United States, we initially returned to Sydney and lived there for a few years. In 2002, I started my first company, offering a single product for cheeks and lips, which I manufactured in Sydney. However, due to the demands of promoting it in LA, I ultimately made the decision to move permanently in 2005.
