I created a 100% natural perfume line because I fell in love with the raw materials. With the subtlety and nuance they bring to perfume, and the connection with place and time each intrinsically has.

"Natural" doesn't always mean safer; synthetic isn't a synonym for toxic. If you're allergic to lavender, a safely formulated synthetic is going to be the best option for you. I believe the issue of natural vs synthetic is a highly complex and nuanced topic, too often reduced to over-simplified terms based more on fear than fact.

I've heard if you can't pronounce it, it's bad for you. I can't pronounce anything on the menu in Copenhagen (I adore the city), but I don't think a kanelsnegl will kill me—it's a cinnamon bun, after all. Likewise, when it comes to ingredients, communication and education are critical to understanding.

So we're working with EU guidelines to formulate our scents, meaning our safety and allergen standards are the highest in the world. I chose IFRA ISO 9235 as our formulating guideline because it's the clearest definition of "natural" I could find. I think a little mystery is sexy, but I also want to be on the same page.

"Green" and "clean" are trendy terms, but they're vague and relatively meaningless, as both are unregulated. So what do they mean to me?

Our ingredients are from certified sustainable suppliers, who invest not only in crops, but in the communities that nurture them. Our boxes are designed to be keepsakes but are made from recyclable materials; built to last, they're also biodegradable, so they won't linger for hundreds of years in a landfill. Our papers are FSC certified, ensuring the forests they come from are sustainably managed. Our glass and aluminum bottles are easily recyclable.

I want to create with intention, focusing not only on detail, but on overall impact. I believe in the magic of naturals, and I believe in doing things things the right way, even if it's more difficult.