While safer cosmetics have transformed the beauty industry, “the world of fine fragrance is still a black box,” says actress Michelle Pfeiffer, who is launching a new direct-to-consumer perfume company, Henry Rose , to bring unprecedented transparency to a traditionally cryptic industry. In a first for an upscale perfumery, Henry Rose offers customers the full ingredient list for each of its inaugural five scents, which include the bright and festive Jake’s House, the sultry Dark Is the Night, and the spicy, earthy Torn (“the closest I could come to Old Spice,” says Pfeiffer). Even more impressive: Every ingredient has been certified as safe and environmentally sound by the nonprofit watchdogs Cradle to Cradle and the Environmental Working Group , where Pfeiffer serves as a board member. “Customers are looking for guidance on what’s safer and healthier,” says Pfeiffer. “But [perfume companies] can’t help them until we know what’s actually in our fragrances.” In keeping with the brand’s ethos, the $120 scents come in 1.7-ounce bottles made of 90% recycled glass with soy-based caps, and are shipped in biobased, biodegradable packaging. (Pfeiffer says she is holding off on creating smaller, travel-sized bottles until she can find environmentally responsible containers.) Henry […]

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