The beloved Michelle Pfeiffer-founded clean fragrance label Henry Rose is touring the country in a perfume shop on wheels that’s as transparent as its ingredients list.
It’s no coincidence that Michelle Pfeiffer’s mobile Henry Rose perfume shop-truck features a giant glass window. It’s a nod to the label’s commitment to radical ingredients transparency. Henry Rose is the first fragrance company to earn the Environmental Working Group’s (EWG) verification for its clean ingredients, and the label, which now features 12 gender-neutral fragrances, is also Cradle-to-Cradle certified for its sustainability commitments.
“When I became a mom, I started reading the labels on the products I used,” Pfeiffer says in a statement on the Henry Rose website. “I just couldn’t imagine exposing my children to anything potentially toxic on my skin. Fragrance was the last black box of ingredient transparency. So, I gave it up altogether… but eventually, I missed it. I realized that if I wanted a safer, beautiful quality perfume, I would need to create it myself. We have to worry about so many things in life, and fragrance shouldn’t be one of them. You shouldn’t have to sacrifice quality for safety.”
Last summer, Henry Rose launched its genderless fragrances in more than 200 Sephora stores across the U.S. after making its debut as a direct-to-consumer brand in 2019. It’s now also available in stores including Credo, Bergdorf Goodman, Nordstrom, and Neiman Marcus.
“When I launched Henry Rose over four years ago, I hoped that one day we would partner with Sephora, one of the most influential beauty retailers,” Pfeiffer said in a statement announcing the launch last year. “Sephora’s thoughtful product curation and commitment to consumer discovery provide an ideal setting for an alluring olfactive experience, and we are thrilled to bring our fragrances to the Sephora community.”
The label has become the new standard for clean fragrances, disclosing 100 percent of its ingredients, something fragrance companies have historically kept hidden — protected as trade secrets. The label aims to help consumers make informed choices through its ingredients disclosure. According to EWG, being verified means that the product meets the organization’s strictest standards for health and safety and avoids any of the ingredients on EWG’s “Unacceptable List.” It also provides full transparency of ingredients, including fragrances.
Ready to try the fragrances yourself? You can catch the truck and test out the fragrances (Pfeiffer recommends layering them up) at these upcoming stops:
Nashville, Tennessee, April 26th and 27 at the Gulch, 302 11th Ave S, Nashville, TN 37203 (just south of the WhatLiftsYou Wings Mural).
New York City, New York, May 2 through 5 Bryant Park at W. 40th St. between 5th and 6th Ave. (May 2); Sephora Chelsea 9th Ave. at W. 13th (May 3); Soho in front of Sephora 557 Broadway (May 4); Water & Main, 39-21 Washington St, Brooklyn, NY 11201 (May 5).
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