Beautycounter To Launch First Fragrances, Clean Eau De Parfum

Beautycounter, headquartered in Santa Monica, California, is set to debut its inaugural fragrance, Clean Eau De Parfum, marking its entry into this new category with five distinct scents.

Recognising the significance of fragrance expenditure, CEO Renfrew expressed, “One in four dollars spent on products is allocated to fragrance, constituting 25 per cent of the industry’s revenue potential that we haven’t tapped into.”

This move aligns with the brand’s commitment to “clean” products and its direct-to-consumer approach. With this expansion, Beautycounter aims to capture a substantial market share while maintaining its ethos of offering safer alternatives in the beauty industry.