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This very casual approach

“We came onto the market as this very casual approach to fragrance. When we launched, fragrance felt very stuffy, old school, and glamorous. Everything was sold to you in this very formal way. That’s not who I am as a person. I want something that feels approachable, wearable, just beautiful products doing great things and easily incorporated into your life,” she explains.

— Rosie Jane Johnston on founding her brand, By/Rosie Jane. Read more in All Scent, No Pretense: How By/Rosie Jane Is Championing Clean Fragrance And Body Care at BeautyMatter.

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