What’s really inside your perfume bottle? And who made it? In 2025, these questions matter more than ever.

At Rosy & Earnest, from day one, we chose full ingredient transparency — no hidden components, no vague “fragrance” labels. We believe clean, modern luxury means knowing what you’re putting on your skin — and who created it.

The argument for “trade secrets” in fragrance made sense once. But in 2025, in a world where:

– New tools — including AI — can approximate fragrance formulas faster than ever

– And consumers expect full transparency from skincare and food…

Fragrance should be no exception.

At Rosy & Earnest, we believe transparency isn’t a trend — it’s the future of luxury.

So it’s worth asking: Who does secrecy actually protect?

Because it’s not the consumer. And increasingly, it’s not even the creator.

We believe true protection for creative work doesn’t come from secrecy — it comes from:

– Clear attribution and recognition of the perfumers behind each fragrance
– Ethical, thoughtful storytelling
– And helping people understand that originality in fragrance isn’t just about rare ingredients — it’s about the artistry behind how they’re composed, interpreted, and brought to life.

We also know that for many, knowing what’s in the bottle — and who created it — matters more than ever. That’s who we’re building for.

At Rosy & Earnest, we believe fragrance should be made with full transparency — and deep respect. For the ingredients. The artistry. And the people who choose to wear it.

Because you deserve to know exactly what you’re wearing.