Fragrance is having a moment, with booming sales driven by a new wave of enthusiasts.
Whether for Valentine’s Day or any other time of year, the growing array of clean scent offerings can make for appealing and relatively affordable gifts.
‘Smellmaxxing’ fragrance trend
The fragrance market is booming as a result of smellmaxxing – teens’ rapidly growing interest in designer scents. Teenage boys’ spending on fragrance rose 26 percent between early 2023 and early 2024. Interest among twentysomethings and men is also rising.
But there’s a downside. The ingredients in a cologne, aftershave and other scents are usually a mystery. Potentially harmful ingredients frequently find their way into the scent – or “juice,” as it’s known in the industry. But too often, there’s no way for the shopper to know what they’re spraying on themselves.
Toxic chemicals, an unwelcome gift
Fragrance formulas are typically a closely held company secret. A mixture of up to 3,500 chemicals might lurk in the tiniest of bottles.
Exposure to these undisclosed substances can lead to a range of health problems. Some of the chemicals can disrupt the hormone system, or cause allergic reactions in kids and adults. Some are phthalates, which can harm the reproductive system. Another fragrance chemical, styrene, is linked to cancer.
They can worsen air quality, too: Fragrances release chemical vapors called volatile organic compounds, or VOCs, which may cause ozone pollution and form fine particulates, according to one study. And in many cases the VOCs stay in the environment, winding up in bodies of water and wildlife.
Most fragrance brands don’t make it easy for you to find out what their product contains – they’re not required to disclose their ingredients.
A healthier way to give fragrance (or just smell great yourself)
Consumers can now find options that skip the harmful ingredients without compromising on quality. Brands that meet the rigorous standards of EWG Verified® are transparent about their ingredients and avoid hazardous substances, so that shoppers make healthier, more informed choices.
Products that bear the mark must meet our highest standards. In 2019, Henry Rose became the first fine fragrance to earn the Verified mark. It’s free from EWG’s ingredients of concern and meets our strictest standards for transparency and your health.
Since then, demand among new audiences has helped expand consumers’ options. As we seek safer products from companies that are increasingly willing to be transparent about their ingredients, other fine fragrances have sought and earned the Verified mark.
Below you’ll find products that have been thoroughly vetted by EWG, with the rigorous scientific research and analysis underlying the Verified program. They hold their own against the most tried-and-true department store brands, but without the nasty chemicals – either on their packaging or websites, they disclose product ingredients used at 100 parts per million.
Traditional sprays
- Layermor. A recent addition to the Verified fragrance lineup, this brand’s floral musk scent is part of the company’s carefully curated lineup of products, each made with “100 percent transparency for peace of mind.”
- Henry Rose. The OG trailblazer in non-toxic fragrance. Come for the fabulously inventive product names – Queens and Monsters, Windows Down – and stay for the gorgeous scents and ingredient disclosure. Best of all, there’s an option at every price point, including this tempting splurge.
- Rosy and Earnest. The second brand to get the Verified mark, and the first in Canada, with this line of four scents that ranges from floral to fruity to warm. The company calls its products “luxurious fragrances with a clean conscience.”
- Uncommon James. Celebrity founder Kristin Cavallari recently added Hard Feelings Eau De Parfum to her lifestyle brand, founded in 2017.
- DIME. This ingredient-forward brand offers 17 EWG Verified products, including a delicious-sounding “skin conscious” perfume, with scents evoking bergamot zest and juicy pear. Buy on Amazon.
Rollerballs
A rollerball perfume is a compact, travel-friendly fragrance applicator with a small roller tip for easy, precise application on the go.
- The Golden Secrets. The fragrance in this company’s lineup, the Signature Blend Essential Oil Perfume, contains a mix of jasmine, lemon, patchouli and lavender, among others. The line is well-rounded, with offerings that include serums, oils, mists and fragrance. Buy on Amazon
- Qet Botanicals. This fully built-out line includes a wide range of products, from makeup remover to salve, serum and deodorant. (Lip gloss with oliva and avocado? Don’t mind if I do!) The brand has three scents: rosewood, jasmine and lavender botanical nectar, natural perfume and aromatherapy. Buy on Amazon
- Just the Goods. Finally, if you like the idea of giving the gift of scent, or just wearing it yourself, but looking to spend a little less, consider Just the Goods’ selection of fragrance and aromatherapy oils, from its Wild Woods smoky blend with a touch of sweet orange to Safety Net, with cardamom and jasmine. Most bear the EWG Verified mark.
Other brands may soon follow
Under market pressure, in response to regulation, or both, leading companies in all product categories are gradually ending the use of harmful ingredients.
Consumer support for Verified fragrances shows companies that shoppers care about their health and the environment – which should get the attention of brands big and small.
Growing interest in cosmetics and fragrance among Gen Z and Gen Alpha makes it key they get more great smellmaxxing options with fewer harmful chemicals.
Tips for smarter gifting
Beware “greenwashing” claims. If a brand claims it is transparent about ingredients but doesn’t disclose them on its website or in writing, the customer is left in the dark, wondering exactly what is in the products. Maybe the lack of transparency cloaks the presence of truly harmful chemicals. Either way, that’s greenwashing – and best to avoid.
Save money – order testers. Many companies offer a variety of sample and travel-size options. Rather than experimenting using pricy scents, give those smaller products a whirl to determine what you prefer. Depending on their size, they make an excellent and less pricey gift, too.
Get informed. Look in our Skin Deep® searchable cosmetic database for fragrance bearing the EWG Verified mark. Or search for fragrance for men. On the go, consult our Healthy Living app for easy access to our database of all personal care products.
