Fragrance: facts vs fear

view this post on Instagram

What is Fragrance?

The “toxic” fragrances people are leery of (and rightly so) are a mixture of dozens (or even hundreds) of undisclosed chemicals. They are typically made from petroleum-derived synthetic compounds, and can contain allergens, phthalates, endocrine disruptors, and other chemicals linked to skin irritation, hormone disruption, or headaches. What’s tricky is the term “fragrance” on a label could mean a “yucky” fragrance, but not always.

What is "Natural" Fragrance?

“Natural” fragrances are scents derived from natural sources like essential oils, plant extracts, resins, or isolates obtained through physical processes like steam distillation or cold pressing. They typically comes from botanicals like flowers, herbs, spices, fruits, and are generally free from synthetic additives and phthalates.

This is not a regulated term, so you may see “natural fragrance” on a label, but you may also see naturally derived fragrance, plant-based fragrance, aroma, or sometimes just fragrance or parfum. This is why it’s important to understand what to look for and what to ask.

Just because a product contains “fragrance” doesn’t always mean it’s toxic

In the U.S., companies are legally allowed to keep the specific ingredients of fragrance proprietary as a “trade secret.”

While full disclosure is ideal from a consumer perspective, from a business perspective they may not want their “secret recipe” available for competing businesses to copy. 

If a company does not share the full breakdown of their fragrance ingredients, and you’re interested in learning more - I always recommend directly reaching out. You can tell a lot about a company from the transparency in their response!

They may not be able to give you a full ingredient disclosure, but I bet you anything your gut will guide you on how to proceed.

Lack of full disclosure doesn’t automatically mean a product is unsafe.

Because terms like “natural fragrance” aren’t legally defined or regulated, it can be difficult to identify clear-cut red flags. It’s important to avoid assuming the worst just because a company can’t - or won’t - disclose every ingredient, especially when proprietary formulas or supplier agreements are involved.

In many cases, brands are bound by confidentiality agreements with fragrance suppliers, especially when working with custom or proprietary blends. These agreements are in place to protect intellectual property and cannot be violated, even with the best intentions for transparency.

Additionally, there is a lack of strong consumer protection laws when it comes to the use of terms like “natural.” Since it’s not a legally defined or regulated term in personal care and household products, companies are left to interpret and define it themselves - which means consumers must do a bit more digging.

Instead, look at how the brand communicates.

Why Communication is Important: a real life example

Attitude is a brand that lists fragrance (parfum) on their label. One might see this and have pause, or entirely write off their products. If this person left it at that, and never reached out in order to better educate themselves they would never learn that:

Attitude prefers to not use the term “natural” fragrance. Like I mentioned earlier, it is not a legally defined or regulated term. Companies are left to interpret and define it themselves - often leading to confusion from the standpoint of a consumer. 

Instead, Attitude lists all the components that make up the fragrance clearly on their packaging. The word fragrance (parfum) is simply a label describing those specific ingredients in order to maintain more transparency. It is NOT an undisclosed or added substance.

Another reason why a brand may not use the term “natural” when referring to their fragrance...

Many cosmetic brands strive to become EWG verified, but in order for a product to be verified while using the term “natural fragrance” they must fully disclose every fragrance ingredient - even if it’s part of a proprietary brand.

Because of this, many products that use “natural” fragrance will be labeled as just “fragrance” or “parfum” in order to maintain EWG verification without giving away their intellectual property. This is why direct communication is important before writing off a company!

If you decide to reach out to a brand, here are some questions to consider:

Are you able to provide the  ingredient list for your fragrance? If not, why? 

• A transparent brand will explain any limitations and may offer general details or partial breakdowns (e.g., essential oils, botanical isolates, etc.)

Are you able to provide a Natural Certificate for the fragrance?

• This can be an internal or supplier-issued document that confirms the fragrance is composed entirely of naturally derived ingredients. While not legally required, it can reflect a commitment to accountability.

Is your fragrance free from phthalates, synthetic musks, parabens, or petrochemicals?

• A quick way to screen for common red-flag ingredients often hidden under "fragrance."

Have you assessed the fragrance for allergens or sensitizing substances?

Do you adapt your fragrance formulations for vulnerable groups (children, pregnant women, sensitive skin)?

Does this fragrance comply with any third-party safety standards (e.g., EWG Verified™ for fragrance)?

Red Flags to Look Out For

Avoidance or vagueness without explanation

• If a brand deflects or avoids answering questions altogether, without giving any context about why, this may raise concerns about transparency.

Inconsistencies across products or platforms

• If the company claims to be “100% natural” but includes unclear terms like “fragrance” or “parfum” on ingredient lists without clarification, it may point to inconsistent or misleading marketing.

No willingness to explain or educate

• A red flag isn’t that they can’t disclose everything; it’s when they won’t take the time to explain what they can, including general ingredient types (e.g., essential oils, isolates), safety standards followed, or sourcing philosophy.