Clean beauty brand Beautycounter has announced its foray into the fragrance category with the launch of Clean Eau De Parfum.

Since its inception, Beautycounter has been on a mission to provide safer products to consumers, influencing legislation and driving for greater transparency in the beauty industry. Over the last decade, the brand and its community have successfully influenced the passage of 16 state and federal clean beauty laws.

Now, Beautycounter is aiming to close the “fragrance loophole,” a legal provision dating back to the 1970s that allows companies to conceal potentially harmful ingredients under generic terms like “fragrance” or “parfum.”

To address this issue, Beautycounter’s new Clean Eau De Parfum collection was evaluated across 23 health and environmental endpoints. The collection also prioritizes complete ingredient transparency, and is EWG Verified, Leaping Bunny certified, and tested to be safe for sensitive skin.

The Beautycounter Clean Eau De Parfum collection launches with five fragrances: Miles Away, Sun Spill, Hyper Rose, Second Skin, and Pacific Dreams.

“Whenever asked for a piece of advice on how to navigate the personal care market, I have always recommended that people shop fragrance-free. Many of the most offensive chemicals are found in fragrance.” said Gregg Renfrew, founder & CEO of Beautycounter.  

“I think it is our right and our responsibility to give people safer solutions that they are confident wearing. I am proud that Beautycounter is launching a collection of beautiful scents, screened for safety, and am energized to continue to build on our history of disruption to create a higher industry standard, and most importantly protect the health and safety of more people.”

Looking ahead, in May, the brand plans to mobilize its community and lobby Congress in Washington D.C. to close the fragrance loophole and support the Safer Beauty Bill package introduced by Rep. Jan Schakowsky. This bill addresses key gaps in existing legislation, advocating for more supply chain transparency, banning harmful ingredients, and more.