Cleanwashing - Dirty Tactics You Need To Know
Following the same principles of greenwashing, cleanwashing is the practice of misleading consumers into believing a product is natural and safe. But how do you know if the products you...
IN THE JOURNAL
Why I Created This: The Seeker Story
I recall clearly the development of Seeker in 2014, and the mindset I was in. I felt itchy for new challenges, a refreshing, maybe an...
Why I Created This: The Dreamer Story
What is it to be a Dreamer? I often start the process of creating a scent with a deep reflection about the meaning and purpose...
Why I Created This: The Halo Story
"There are some magical moments as a perfumer when a scent just begs to be born. And so it was with Halo. I had been...
What Makes a Perfume Extraordinary?
I'll be honest with you, I have never actually sat down to think about this question. Not even when I've been building a new scent....
When Real is No Longer an Option
Real is fast becoming obsolete. Rare. Some might say irrelevant. I was speaking with a young teenage lad I mentor this morning about the relevance...
The Day I Threw Away $50k
What would it feel like to open your wallet and just empty the entire contents into a mini skip? Suppose you had just finished a...