In recent years, you may have encountered products labelled as “eco-friendly,” “organic,” or “sustainable.” However, these labels often prove to be mere marketing tricks rather than genuine commitments. Numerous companies take advantage of the increasing environmental awareness to deceive consumers with false claims about their offerings. This deceptive practice, known as greenwashing, is indeed worrisome.

Companies engage in greenwashing by deceiving consumers into thinking their products or actions are eco-friendly or sustainable, even though they are not. Rather than truly caring for the environment, these companies simply alter their marketing tactics to capitalise on the growing demand for environmentally conscious options.

The Purpose of Greenwashing.

Greenwashing is driven by financial gain, rather than a commitment to protecting the environment. It allows companies to take advantage of the growing interest in eco-friendly goods. These companies focus on profits instead of making real sustainability strides, all the while masquerading as environmental advocates.

Companies are taking advantage of the growing environmental awareness among consumers by resorting to greenwashing strategies to appeal to them, despite not making substantial changes to their environmental practices.

Greenwashing Hinders Environmental Progress.

Greenwashing hinders real environmental progress by deceiving consumers with false eco-friendly claims, ultimately backing businesses that are not genuinely dedicated to sustainability. This obstructs the advancement of authentic eco-conscious companies and delays the shift towards a more sustainable world.

The Truth About Perfume.

Perfume is a luxury item in Western society, the rich heritage of Egyptian and Persian understanding of how fragrance unlocks the olfactory system to create a feeling of wellbeing has never existed. Perfume is an imperialist façade of something mystical and beautiful to a person’s wellbeing. Chanel did not even realise the impact that No5 would have on the market, outsourced they only had a 10% share of the profits up until after World War 2. Dior got it with Miss Dior, he also realised that pumping the fragrance through his haute couture shows gave people a hedonistic rush to spend money and feel chic.

Welcome to The Garden of Eden.

The ‘Garden of Eden’ doesn’t exist in Western Society, people see fragrance as a benign beauty façade to display wealth or idolise a mega star. I’m wearing Brittney, can you not feel my Heat by Beyonce or my Glow wearing Jennifer Lopez. So that’s why perfume is top of the Greenwashing list as the mystical value of ingredients is ignored so substituting for synthetic ‘E’ fragrance makes perfume Vegan and Eco friendly. Completely correct, no animal products are used for the Fragrance or in the clarification process because not even one bit of foliage, flower or herb is really used in making the fragrance. The world of Eco dupes has capitalised on this as you are wearing your synthetic ‘E’ fragrance, animals haven’t been exploited and you’ve got a bargain so have stuck the middle finger up to the corporate world of perfume. What you have missed is the magic of real perfume, the holistic wellbeing of wearing something made from real living plants interacts with your olfactory system to enhance your self-worth and self-appreciation. Carry on Greenwashing with your fake ‘E’ synthetic chemical or perhaps Unlock Your Perfume DNA and find the scent that defines YOU and nourishes those senses that conforming to society has hidden.

UNLOCK YOUR PERFUME DNA

Artificial scents are produced in labs using chemicals sourced from petroleum or wood pulp from the paper sector. While they are often more affordable and longer lasting than natural scents, they can lead to headaches, dizziness, and other health issues. Additionally, since they are exclusive chemical mixtures, consumers have no way of knowing what they are breathing in or applying to their skin.

Natural fragrances are derived from plants using various methods such as distillation, solvent extraction, cold-pressing, or infusions. Using natural fragrances offers numerous advantages. They are mild and gentle on the skin, capturing the true essence of the plant’s scent, and are also environmentally friendly. On the other hand, synthetic fragrances may claim to contain “natural” ingredients, but these are often only a small component of the overall fragrance blend. To ensure a truly natural scent, look for the botanical name listed in the ingredients, like lavendula angustifolia (lavender) oil. Examples of natural fragrances are lavender, citrus fruits such as lemon and tangerine, frankincense, and pine.

Artificial scents are created using chemicals that mimic natural fragrances. These chemicals are typically sourced from petroleum or wood pulp, and some have been identified as carcinogenic or endocrine disruptors. Musk, ethyl methoxycinnamate, and phthalates are among the most used synthetic fragrances. You can find synthetic fragrances in a wide range of household items, including air fresheners, scented candles, laundry detergents, and fabric softeners. They are also present in personal care products like perfumes, colognes, soaps, and shampoos. Look out for ‘parfum’ or ‘fragrance’ on labels, as even if it claims to be ‘natural oils’, it’s still synthetic unless the botanical name of the plant is specified. These terms are not closely monitored, so be cautious of misleading claims. Examples of synthetic fragrances are watermelon, peach, plum, fig, strawberry, cherry, and apricot. Only citrus fruits.

The ongoing discussion regarding the superiority of synthetic or natural fragrances has been a topic of debate for many years. Each side has its own advantages and disadvantages. Some individuals favour synthetic fragrances due to their affordability and long-lasting nature. On the other hand, some people prefer natural fragrances as they exude a luxurious scent and are believed to be safer and gentler on the skin.

1. Natural fragrances are derived from ingredients found in nature, such as essential oils and botanical extracts, while synthetic fragrances are artificially created in a lab. It’s important to be cautious with both types, as even products claiming to be natural may still contain synthetic fragrances. To be certain, check the ingredient list for the term “fragrance.” Synthetic fragrances are not necessarily bad, but there has been some bad publicity in recent years given to parabens and phthalates, which can be found in synthetic fragrances.
2. The term “fragrance” found on packaging can conceal up to 3,000 chemicals in beauty products. Although the FDA requires all beauty and personal care items to list their ingredients on the packaging, sometimes these labels can be confusing and not entirely clear. The word “fragrance” has long been safeguarded in the industry as a “trade secret,” allowing companies to keep some raw materials hidden. Instead of disclosing all ingredients, they can simply list “fragrance” or “parfum” as a general term. The International Fragrance Association has identified over 3,000 ingredients that could be used in a fragrance, meaning that any of these components could be present in your products without being revealed. Recently, major corporations have committed to disclosing fragrance ingredients over 0.01% on Smart Label websites. While this is a positive move towards transparency, it may still raise questions about the contents and purposes of the products, especially considering the extensive list of perfume raw materials used in creating a single fragrance.
3. The Environmental Working Group ranks “fragrance” as red for health and hazard risk. The Environmental Working Group scans products and their ingredients against regulatory and toxicity databases and scientific literature, and assigns a score based on allergen concern, developmental concern, and cancer concern. They score fragrance as red because of the lack of raw material transparency and because of the potential concern of parabens and phthalates.

However, if you want to enhance your natural pheromones that Choose Natural, Choose Us…

Hope this gives a brief insight into the difference between perfumes and fragrances.

UNLOCK YOUR PERFUME DNA

Youth culture is driven by politics, dissatisfaction at a dystopian future. Banker mega deals on huge mobile phones, polka dot neon girls from the horsey establishment drinking champagne, flag shaggers waving at a fake Royal marriage that eventually destroys an icon.

Dissent was in the air that changed club culture for ever. Reclaiming disused spaces, Alfredo beats, a crowd in unity through the beat. Violence, pseudo masculinity stopped for a brief episode in counterculture stimulated by being loved up.

Tappenden media manipulation fanned an inferno of moral panic, The Jilted Generation found happiness for an interlude that seemed to last for ever but was very brief as we were young.

Acid Rave Perfume symbolises what that period meant for me. A violet fantasia over gamma rayed amber pulsating over Balearic spice.

Buy an Acid Rave or Police Sniffer Dog T-Shirt will get you a FREE 5ml tester of the first release.

Pre-order a 50ml bottle and you will get a choice of one of those T-Shirts. T-Shirt arrives within 7 days.

SUPPORT TO RECLAIM PERFUME TO A COUNTERCULTURE IDEAL INSTEAD OF A CORPORATE GREED FUELED MONOPOLY.

Designing perfume is time consuming and expensive but none of that matters when you are in An Eternal Summer of Love.

UNLOCK YOUR PERFUME DNA

Commercial fragrance is about keeping it safe, offer the equilibrium and don’t rock the see-saw. Fragrance is the auto-tune of the music scene, the Hollywood ending in film, so everyone is content; emotion limitation is the game. Let’s not create disparity, love and hate are emotive and that can’t be controlled with pre-defined sales from benign content and smell.

That went with the matriarch’s agreement that they own the monopoly, if they stick to the rules then benign makes money so no new mavericks are needed to upset the equilibrium.

Imagine if someone started producing the quality of fragrance that was available in the 1970’s? The public might realise they’ve been conned, an olfactory revolution could start creating waves of niche perfumers collaborating and pushing the boundaries of the olfactory art. That would be a terrifying dystopian state where passion outweighs practicality with mavericks leading by the nose whilst the accountants get therapy because it doesn’t make business sense.

Indulge your senses, maybe buy a vintage perfume, maybe buy from an artisan, and realise the power of olfactory scentsory harmony that will empower you.

UNLOCK YOUR PERFUME DNA

We are back to the heady golden ages of Perfumery; The Roaring 1920’s and The Too Fast to Live 1970’s with a contemporary twist. The heady French elixirs of the 1920’s then morphed into the fast fashion vibe of the 1970’s with affordable bohemian sassy scents. Eras unfortunately dominated by animal cruelty within the industry, but the sassy scents should have paved the way forward to contemporary fashion led wonderments. The industry is a pale reflection on those heady days with benign amalgamations of one-sex safe perfume with no distinguishable notes.

Brighton Perfume led by Pao Pincerna has developed a new contemporary way of making plant-based perfumes with a vision to revolutionise the industry. Arid, smoky, floral elixir wonderments ranging from ultra-masculine to ultra-feminine to reflect your perfume DNA.  Marlene Dietrich favoured a masculine smoky scent based on tobacco leaf, it reflected who she was rather than constraining her to feminine florals and aldehydes.

We are intrinsically linked to fashion and music culture as the perfume gods of the 1920’s and 1970’s aligned themselves. We are not reminiscent of the past but forward thinking but noting the fact that perfume is nostalgic, the scent of your mother, father or first partner will bring back cerebral memories that make you feel alive and connected to a lifetime of dreams. Our collaboration with ‘The Qwarks’ has brought a psychedelic 1970’s sonic pop feel to liven our branding to this moment 2022 in Brighton. Live fresh scents, live music and freedom in fashion to celebrate yourself.

UNLOCK YOUR PERFUME DNA