A few years ago, Juliette Has a Gun launched Not A Perfume as a clean fragrance made out of a hypoallergenic element called Cetalox and now the brand is releasing an entire range called the Not A Perfume Collection. The entire collection is free from mineral oils, parabens, phthalates, artificial colorants, sulfates and SLS or SLES.
The line of cosmetics introduces all-new products to consumers like body mist, hand cream and shower gel, each of which shares the clean, signature Not A Perfume scent. While the water-based Not A Perfume Hair and Body Mist is designed to balance the pH levels of the hair and skin, the Not A Perfume Shower Gel is touted as a booster that amplifies fragrances that are layered on afterward.
Why This Trend Is Growing
- Clean Fragrance
- The Not A Perfume Collection highlights the trend of clean fragrances made without harmful chemicals or allergens, offering an opportunity for brands to develop similar lines.
- Body Care Line Extensions
- The addition of body mist, hand cream, and shower gel to the Not A Perfume line demonstrates the trend of body care line extensions, which provides brands with an opportunity to expand product offerings.
- Fragrance Amplifiers
- The introduction of the Not A Perfume Shower Gel as a fragrance amplifier is a trend among cosmetics brands to enhance the staying power of fragrances, which offers opportunities for innovation.
Industries Being Reshaped
- Fragrance and Perfume
- The Not A Perfume Collection offers a model for the fragrance industry to produce clean fragrances without harmful ingredients.
- Personal Care
- Body mist, hand cream, and shower gel are examples of personal care products that can be expanded into clean-labeled offerings.
- Cosmetics
- Fragrance amplifiers, like the Not A Perfume Shower Gel, are an emerging trend within the cosmetics industry, presenting innovation opportunities for other brands.
