5 minute read
FRAGRANCE: BY/ROSIE JANE
A rosie-olutionary Fragrance
By/Rosie Jane, established by Rosie Jane Johnston, is a sustainable fragrance brand prioritising transparency and top-tier products. Rosie’s journey from Australia to LA has led to remarkable achievements, emphasising the brand’s commitment to impactful products. Michelle Ruzzene explores the business insights gained along the way.
CAN YOU SHARE THE STORY BEHIND THE CREATION OF BY/ROSIE JANE?
While working as a makeup artist, I had a desire to create a distinctive fragrance that would leave a lasting impression. One evening, inspired by a few bottles of wine, I crafted my first fragrance in 2007. As demand grew among my clients and friends, I filled 10 bottles for a boutique, and they sold out in just 24 hours. The motivation for the ‘clean’ aspect of the brand emerged when I became a mother to my daughter, Leila Lou. I realised the need for transparency and better ingredients, as I couldn’t even identify the contents of the perfumes I was sharing. This realisation led to the creation of By Rosie Jane, dedicated to clean and safe beauty.
THE BRAND’S TAGLINE IS ‘CLEAN / COOL / EVERYDAY’. HOW DO THESE VALUES TRANSLATE INTO THE PRODUCTS YOU OFFER?
Clean / Cool / Everyday means creating clean beauty for cool humans. We blend the beauty of nature with scientific innovation to craft consciously sourced, non-toxic perfumes and skin-friendly products that not only feel and smell incredible but are also made by awesome humans in California, not machines. We’re dedicated to cool humans who care about our planet, striving to make our products better for people and the environment. Our efforts include using only recycled and recyclable packaging, eliminating singleuse plastics, prioritising glass, and investing in community giveback programs to reduce greenhouse gases.
Ultimately, we believe in finding beauty in everyday routines, making those mundane moments intentional and beautiful, everyday.
COULD YOU TELL US MORE ABOUT YOUR JOURNEY FROM BEING A NATIVE AUSSIE TO BECOMING A PROMINENT FIGURE IN THE LOS ANGELES BEAUTY SCENE?
I never intended to relocate to Los Angeles. My initial trip was to visit my sister for my 21st birthday, and it was during that visit that I met my husband. Although I developed a fondness for the United States, we initially returned to Sydney and lived there for a few years. In 2002, I started my first company, offering a single product for cheeks and lips, which I manufactured in Sydney. However, due to the demands of promoting it in LA, I ultimately made the decision to move permanently in 2005.
HOW DO YOU ENSURE THE SAFETY AND QUALITY OF YOUR PRODUCTS?
To me, prioritising cleanliness, transparency, and eco-friendliness is at the core of my brand. I aim to create exquisite products that not only make a positive impact but also reshape the way people perceive ingredients, packaging, and brand values.
What sets By Rosie Jane apart is our unique approach of manufacturing our products entirely in-house. Real people craft our products daily, allowing us to maintain control over our supply chain and ingredient sourcing, a distinction that few brands can claim. I have direct knowledge of the origins of every bottle, box, and raw material, as they are all meticulously blended, mixed, filled, and shipped directly from B/RJ headquarters.
WHAT SETS BY ROSIE JANE APART FROM OTHER BEAUTY AND FRAGRANCE BRANDS?
Our dedication to ingredient transparency, authenticity, and honesty, along with our exquisite products, sets us apart. We’re a brand that not only talks the talk but also walks the walk. Our growth is owed to our loyal community and customers who appreciate a brand with a genuine story and soul.
SUSTAINABILITY AND ETHICAL PRACTICES ARE INCREASINGLY IMPORTANT TO CONSUMERS. HOW DOES BY ROSIE JANE INCORPORATE THESE PRINCIPLES?
We’re a brand committed to giving back, reducing packaging and plastic usage, and collaborating with local businesses for sustainable sourcing. Our in-house production ensures our team members receive a fair living wage, emphasising the human connection that defines BRJ. We hold certifications for being plastic negative, carbon neutral, contributing 1% for the planet, and will achieve B Corp status by year-end. As a clean brand, we take our responsibility seriously, striving to make more sustainable choices and deliver superior products.
AS A MOTHER OF THREE, HOW HAS YOUR PERSONAL LIFE AND EXPERIENCES INFLUENCED THE BRAND’S VALUES AND PRODUCT OFFERINGS?
The simplest way to answer is 100 per cent. By Rosie Jane is a reflection of me. It’s everything; it’s my kids, my life, my story.
COULD YOU HIGHLIGHT ANY SIGNIFICANT MILESTONES OR ACHIEVEMENTS THAT BY ROSIE JANE HAS REACHED SINCE ITS INCEPTION?
It’s been quite a journey with many surreal moments. Winning the Allure Best Of Beauty award for two consecutive years was a huge achievement. Seeing our fragrance Dulce go viral on Instagram and TikTok was an epic milestone. However, the proudest moment was undoubtedly our launch into Sephora in the US, Australia, Europe, and the UK. Starting By Rosie Jane on my kitchen table 13 years ago, with no investors, and growing one store and one product at a time, it’s truly remarkable when I reflect on our journey.
WHAT STRATEGIES HAVE YOU EMPLOYED TO MARKET AND GROW YOUR BRAND?
It’s a combo of sampling, organic social, paid social and traditional press and brand collabs. But you have to have the right product at the right time and it has to be REALLY good.
WHAT ADVICE WOULD YOU OFFER TO ASPIRING ENTREPRENEURS LOOKING TO ENTER THE BEAUTY INDUSTRY?
Be authentic, create something you love and believe in, celebrate all the victories, big and small and get ready to fight like hell.
Rosie Jane is available at Sephora in Australia and New Zealand.
