Johanna Monange founded Maison 21G haute perfumery in Paris over two decades ago, and now she’s sharing what a ‘pure fragrance’ really is. Fragrance and beauty care are inextricably linked, but the phrase ‘pure beauty’ is a new term that has been discussed since its inception.
What is Clean
While “pure food” and “pure beauty” are often connected with hygiene, fragrance and cosmetics are intertwined. Almost all cosmetics and toiletries are fragranced, thus as a result of the ‘pure beauty’ movement, ‘clean’ fragrance has also evolved.
‘Clean’ has no technical standards or regulatory guidelines, but it’s highly strong. It inspires concepts of quality, builds client confidence, and sounds “transparent.” We take better care of ourselves as a result, broadening the notion of health and wellness and ushering in a ‘no nasties’ period.
Maison 21G Transparency
The lack of industry transparency is driving this trend. Beauty companies employ emotive language and bold assertions to ‘greenwash’ their products. Perfumery is being revolutionized by Maison 21G’s commitment to product ‘cleanness’ and ‘transparency,’ and they have a perfume creator in Emirates and follow predefined rules to accomplish this. That is why they are so successful.
On their website, shoppers can find out how much of their fragrance is natural, how intense it is, and if it’s vegan. Phthalates, GMOs, CMRs, carcinogenic, mutagenic, or toxic substances, and preservatives are prohibited. At Maison 21G, you can be certain that what you are spraying on your skin is 100% pure. They also indicate the biodegradability and the percentage of renewable carbon of each perfume formula.
Packaging has a considerable impact on the environment, especially in the luxury industry, where size is a big deal. Maison 21G produces reusable packaging and minimizes plastic and waste. Sustainable perfume refills are also the first to offer them using La Source technology.