Everything
In the fiercely competitive world of niche fragrances, St. Rose founder Belinda Smith has carved a unique path that blends luxury with clean, conscious practices. The US-based Australian entrepreneur says that the brand’s origins began when she realised that, despite the enormity of the market, finding a scent that ticked the holy trinity of clean, conscious and still felt like a luxury product. ” The St. Rose journey started from my own experience as a consumer hunting for something I couldn’t find. As a lifetime lover of fragrance, uncovering that whitespace at the intersection took me from being a customer to becoming a founder.”
Smith’s career in luxury and high-street fashion ingrained in her a deep understanding of product creation processes and their often overlooked environmental and ethical impacts. “My career…gave me the added desire and also know-how to create something better,” Smith reflects. This understanding led to the birth of St. Rose, named for the Patron Saint of Gardeners, embodying an ethos of harmony with nature. “Our compositions are crafted with the highest-quality and responsibly sourced natural ingredients to deliver luxurious, long-wearing, and the most cleanly formulated perfumed products possible,” she asserts.
When discussing her creative process, Smith delves into her sources of inspiration and the brand’s commitment to sustainability. “I find inspiration in so many places–travel, art, music, books, and always being in nature,” she says. This holistic approach is central to St. Rose, where each fragrance is a narrative in itself, steeped in natural beauty and ethical sourcing.
A significant aspect of St. Rose’s identity is its Australian roots, which play a crucial role in its ingredient sourcing. Smith proudly speaks of their unique use of Australian resources: “We proudly use sandalwood for all of our fragrances exclusively from a supplier in Western Australia who operate through a 50/50 business partnership with the local Aboriginal community.
“It’s the red thread that ties our collection together is the beautiful wood note present in each composition.”
Tackling the complexities of ‘clean’ and ‘natural’ in the industry, Smith is candid about the brand’s philosophy. “The St. Rose definition for clean is equally gentle to skin and earth,” she explains, emphasising the careful balance of using high-quality ingredients and safe synthetics to ensure hypoallergenic and sustainable products.
Smith also expresses her surprise and determination to challenge the industry norms regarding transparency. “The lack of transparency continues to surprise me. In an underregulated beauty industry, we believe in transparent ingredient disclosure,” she states, underscoring ST. ROSE’s commitment to honesty in its product formulations.
The journey towards sustainable production is not without its challenges, but Smith views them as opportunities for growth and improvement. “Formulating consciously is absolutely a slower journey,” she admits, highlighting the meticulous care that goes into every aspect of St. Rose products, from sourcing to packaging.
Her personal connection to each fragrance is evident when she discusses her favourites. “I truly love and wear them all… They are all on high rotation but our newest launch, French Poetry, is definitely what I am reaching for the most lately,” Smith shares, revealing her personal attachment to the brand’s offerings.
Through Smith’s vision and dedication, St. Rose is an example of how luxury and sustainability along with ethical consciousness can be easy and successful business partners. In her own words, St. Rose represents not just a scent but a moment of intention, a ritual of presence and mindfulness, capturing the essence of what it means to be truly at one with nature.
When asked about her personal favourite from the collection, Smith admits to loving and wearing them all, with each scent having a unique story and inspiration. However, she is currently most drawn to their newest launch, French Poetry – a blend that is opulent and classical, yet versatile enough for all-day wear.
In a market saturated with brands often overlooking the deeper implications of their practices, St. Rose stands out as a beacon of luxury, cleanliness, and consciousness, redefining the essence of fragrance.
