I was a writer for the New York Times Style section for more than a decade. There, I covered beauty, celebrity and fashion, and my very first beauty event I ever covered was a fragrance launch. It was love at first sniff. There is no better way to tell a story more impactfully than without words - that is, via an unforgettable scent. These scent memories and experiences I have each and every day are what inspires Ellis Brooklyn fragrances. I love the idea of living life through our nose so that we literally take the time to stop and smell the roses.
We don't use the word "clean" anymore. While Ellis Brooklyn was one of the first “clean” fragrance brands and we maintain that commitment to sustainability and ingredient philosophy, today, we avoid using the word "clean" because it's a word that means different things to different people. Within the beauty industry the word "clean" isn't defined clearly or regulated - and in some instances, "clean" language can be negative and create unnecessary or unvalidated concerns among consumers. Rather than focusing on what ingredients are not in our formulas (or no-no lists), we prefer to focus on the ingredients we choose to use and why. We hope this gives our customers the opportunity to decide for themselves what is important to them.
Ellis Brooklyn uses both natural and synthetic ingredients. Natural ingredients actually come in a spectrum from essential oils to natural-derived fragrances. We love them for their perfect imperfections and varied nuances. That said, natural doesn't always mean safer. Harvesting natural ingredients also can raise a sustainability issue depending on how the ingredient was sourced. In some cases, synthetic ingredients can be less allergenic than certain natural ingredients. Synthetic ingredients also are sometimes at the forefront of renewability and other sustainable technology. Because of this, we may choose to use a blend of a variety of ingredient types. Additionally, our fragrances comply with IFRA (International Fragrance Association) safety standards. Ellis Brooklyn is PETA-certified vegan & cruelty free.