Michelle Pfeiffer, who claims she once went a whole decade without wearing perfume, officially entered the $3 billion fragrance market on Monday. Bottles of Henry Rose, the “100% transparent” fine fragrance line the Golden Globe winner and three-time Academy Award nominee teased back in March, are now on sale.
Henry Rose, a conjunction of the middle names of Michelle Pfeiffer’s son, 24, and daughter, 26, will be sold exclusively online and is currently only shipping to the U.S. The collection comprises five different unisex fragrances, and each will come with a card listing all of its ingredients. The bottle is made of 90% recyclable glass, and the cap is made of soy. At $120 a bottle for 1.7 fl.oz, Henry Rose is on the more expensive end of the spectrum with other high end fragrances like Viktor & Rolf, Gucci and Balenciaga.
The company is fully self-funded by Pfeiffer, 60, though the American actress known for her roles in films like Batman Returns, Scarface, and most recently, Ant-Man and the Wasp declined to comment on how much she invested in the venture, one she says was truly a labor of love.
“The idea for Henry Rose really started when I first had children,” Pfeiffer told Forbes. “I began to look for products that were not only healthier but had the same quality that I was used to. I then fell down a rabbit hole looking at different products’ ingredients and quickly realized anything with ‘fragrance’ was flagged as toxic.”
Ken Cook, the president and cofounder of the Environmental Working Group (EWG), a nonprofit organization that offers a tool that rates the toxicity of personal care products, explains that the problem with fragrance is not that all are necessarily harmful but that it’s impossible to say what’s in it. “Fragrance is judged harshly on the EWG site because of the lack of transparency,” says Cook. “It’s a term that can hide hundreds of ingredients.” The most notorious families of toxic ingredients used in some fragrance mixtures are phthalates, according to Nneka Leiba, the head of health living science at EWG. Phthalates are used as solvents and fixatives in fragrances, and certain types can cause developmental and reproductive issues.
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