What ‘Fragrance’ Means at Evolve Beauty + Their Fragrance Free Options for Sustainable Skincare!
Why is Fragrance in Beauty Products a topic for conversation?
Fragrance in beauty products can be a confusing topic. While it often makes products feel high end, the lack of transparency around what “fragrance” (or ‘parfum’) contains can be a red flag for consumers. Especially for those prioritising safety, sustainability and ethical sourcing. Recently, I reached out to my favourite skincare brand of many years Evolve Organic Beauty about their approach to fragrance. In this post I’m going to talk through their response, my specific questions, and some different fragrance free options.
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Why is Fragrance is a Concern for Some Consumers?
For many people, particularly in the U.S., “fragrance” or “parfum” on a label makes the product a no go. Under U.S. regulations, “fragrance” serves as a broad umbrella term that can encompass many things. It’s often a mix of natural and synthetic ingredients, many or all of which are not disclosed to the consumer. The lack of required transparency can allow potentially harmful chemicals, such as phthalates, to hide within those formulations without being listed.
It’s important to know this labelling is the industry standard. Which means it’s not dishonest for brands to only show ‘fragrance’ in place of the many pieces it contains. If a brand is being honest, then there’s is no right or wrong answer. At the same time, it does raise questions, and it is a place for conscious brands (and brands making claims about the safety and sustainability of their products) to go above and beyond in transparency – Something that’s increasingly needed in the age of greenwashing. But my hope is to shed light on how a sustainability and safety focused beauty brand is navigating this complex space, and what I think of it.
‘Fragrance’ meaning differences in the US and Europe
In contrast with the US regulatinos, Europe enforces stricter rules. The EU Cosmetics Regulation requires that allergens within a fragrance blend be disclosed on the label if they present in the formula above a certain threshold. Furthermore, certifications like COSMOS natural and organic ensure that products marketed as natural meet rigorous criteria for sourcing and formulation. Even so, European fragrance blends can still be proprietary, meaning exact formulas aren’t fully disclosed. For shoppers thinking about ingredients, supply chains and safety this can obviously raise questions. These differing regulatory approaches make it crucial for consumers to understand what “fragrance” means in the context of each region, and brand.
Being transparent about my mistake on Evolve’s use of fragrance
Sharing life online has always been about sharing and honest journey for me – knowing that I’ll make mistakes, and naturally evolve in what life looks like. There will always be things I realise I need to shift or places I’ve got things wrong which is why from the beginning I’ve called it my journey rather than claiming to be an expert sharing expert information. And I always want to eb honest in that journey.
From my first pregnancy I’ve always been careful about what goes on my skin in terms of how it’s potentially going to impact my body. This journey for me started when I lived in the US and because of the regulation there (or lack thereof) I didn’t ever use anything we ‘fragrance’ on the label.
For a long time I thought Evolve only used essential oil fragrances, and that’s the only reason I’ve used all their products. While there are still sourcing and sustainability concerns with essential oils, I’m happier with their safety. At a recent event I got to talk to Evolve’s head of product development and realised they did in fact use a fragrance blend that’s not crafted in house. They’re honest about this, and the brand is doing nothing wrong but it gave me questions. I quizzed their product developer and it was a really helpful conversation but I left still with questions.
My Questions about Evolve’s Use of Fragrance
I’ve known and used Evolve for 5 years and I’ve used both their fragrance free and fragrance containing products. Realising their use of undisclosed fragrance I stepped back from sharing about the brand until I had my questions asked and answered. Evolve is a British, female founded, B Corp brand that’s very careful about sustainability, safety and transparency. To back up their claims, they invite third party vetting of their claims and processes in every area, with B Corp, COSMOS, Leaping Bunny and The Provenance Framework giving oversight, testing and certifications. I’m not one to be wooed by my relationship with a brand, we have to be critical even of brands we love – but I’ve only known Evolve to give the utmost care to safety and sustainability behind the scenes and to always back that up with external vetting and certifications, so I was interested in what was behind their formulation choices.
My questions to them were about what they DID know about the fragrance blends used in their products. Their outsourced and understandably proprietary, we know they’re all natural, but is there any risk of contamination? Do we know what solvents are used in extraction? Could those still be present in the fragrance blends? What’s the sustainability of the blends if Evolve doesn’t share or know exactly what’s in them? What commitments and certifications do the fragrance houses have for us to know more about these blends other than ‘natural fragrance’?
Some of Evolve’s fully fragrance free options:
Their best seller: Hyaluronic acid serum, also fragrance free
fragrance free rosehip miracle oil
Their response: Evolve Beauty’s Approach to Natural, Organic and Sustainable Fragrances
Evolve took a few days to get back to my questions, taking time to consult their founder and head of product development on my niche questions! They thanked me for asking, were really happy to give in depth responses, and invited me to ask more questions which is always a good sign when we’re ask a brand questions. To start, Evolve shared that their fragranced products use two types of fragrance blends:
- In-House Blends: Crafted from essential oils, such as in their African Orange or Citrus essences. You’ll see the African Orange in this Handwash and Lotion Duo where ‘fragrance’ isn’t listed because the actual ingredients that make up the fragrance are listed instead. Personally this is what I love to see – the full ingredient transparency.
- Fragrance House Collaborations: For these ones, Evolve partners with highly vetted natural fragrance houses to create unique scents. These are no just natural but come with a number of sustainability and safety promises. You’ll see this kind of fragrance in products like this night cream I’ve loved since it launched.
What’s consistent across both fragrance types is their COSMOS Natural certification. This ensures every fragrance component is sustainably derived from natural sources, extracted in a safer more sustainable way, and is free from synthetic chemicals, phthalates, or petrochemicals.
What do Evolve’s fragrance house partners commit to for safety and sustainability?
Evolve responded that their fragrance partners are not just creating ‘natural fragrances’. They have a lot of additional safety measures and certifications in place – which I loved hearing. It surprised me though, that Evolve don’t share this on their site as I’m sure I’m not the only one who holds fragrance as a red flag ingredient!
All the fragrance houses Evolve work with uphold high sustainability standards, including:
- COSMOS certification: All the fragrances Evolve use are certified COSMOS Natural. This means they meet the rigorous standards set by COSMOS for natural and sustainable cosmetics. COSMOS only approves ingredients that are derived from natural sources.
- Safe + Sustainable Extraction Processes: COSMOS also require processing (extracting the scent ingredients from the raw material) using environmentally friendly and sustainable methods, such as physical extraction or fermentation. Synthetic chemicals, petrochemicals, and harsh processing methods are strictly prohibited.
Evolve said in their email: “This certification ensures that every ingredient in our fragrances is not only safe and effective but also responsibly sourced and produced with minimal environmental impact. It reflects our commitment to providing products that align with the highest standards of natural and ethical beauty.”
Beyond that, the Evolve told me the fragrances houses they work with also commit to:
- Toxicological Testing: To confirm the safety of the fragrance for skin contact and other uses.
- Contaminant Screening: To ensure there are no harmful impurities in the raw materials or finished product.
- Stability Testing: To ensure the fragrance maintains its integrity under varying conditions.
- IFRA standards: These processes comply with global safety regulations, such as those set by IFRA (International Fragrance Association). IFRA sets strict guidelines for ingredient usage.
- EcoVadis Platinum Certification: The fragrance houses Evolve works with have the EvoVadis Cerification. This places them among the top 1% of global companies for sustainability.
- RSPO Certification: This relates to their commitment to sustainable palm oil through the Roundtable on Sustainable Palm Oil (RSPO) standards.
- Science-Based Targets: They set targets aligned with limiting global warming to 1.5°C under the Science-Based Targets initiative
- Fair Trade Practices: Supporting communities that produce raw materials, ensuring fair wages and ethical practices.
- SEDEX/SMETA: assessment of socially responsible, and ethical business practices and supply chains.
I was honestly surprised to hear all that Evolve is doing because these would be fantastic marketing points! Usually when a brand doesn’t talk about the good they’re doing I assume they’re not doing it. But I think that these niche points while crucial to some can be confusing, overwhelming, and just boring to the majority of customers. And my guess is that’s what led to the decision not to share all the tiny details. Personally though, I loved knowing that all these pieces are in place.
We Get to Make Informed, Personal Choices on Products with ‘Fragrance’
One of the beautiful things about conscious consumerism is that it allows us to prioritise what matters most to us individually. Different people—and different brands—can focus on different aspects of sustainability, ethics, or transparency, and that’s okay. There’s no universal “better” or “worse,” just a variety of approaches contributing to a positive movement overall.
Completely Fragrance Free Evolve Alternatives
Evolve does have many completely ‘fragrance’ free alternatives within their line up from a gentle cleansing balm, my favourite hyaluronic acid serum, hydrating and healing blue tansy balm, and this light moisturizer. So you can absolutely have their values without fragrance.
Full list of Evolve products with no ‘fragrance’ ingredient: Timeless Renewal Cuticle Oil, Blue Tansy Beauty Balm, Bio-Retinol Glossy Lip Oil, Gentle Cleansing Melt, Hyaluronic Serum 200, Lip Treat, Hyaluronic Eye Complex, Timeless Renewal Bio-Retinol Body Oil, Enzyme + Vitamin C Cleanser Powder, Blue Velvet Ceramide Serum, Tranquility Essence, Deep Clean Micellar Water, Age Defying Hydrating Face Mist, Pro+ Ectoin Soothing Cream, Radiant Glow 2-in-1 Mask Scrub, Liquid Radiance Glycolic Toner, Daily Defence Moisture Mist
They do have some products with more active ingredients that also have fragrance and those are some of my favourites for maturing skin. I don’t see a brand with the level of commitment to sustainability, using the actives they use, being socially responsible with the same transparency and also formulating without any fragrance blends. But depending on which of those pieces are important to you, there are alternatives. My personal top choice – and what I moved to in my uncertainty about Evolve’s fragrances was the American brand DIME who recently came to the UK. They offer great simple options for those who prefer entirely fragrance-free skincare while maintaining sustainable packaging, safer ingredients and the actives I love like bakuciol, peptides and resveratrol. It’s empowering to know we can choose what resonates most with us, whether that’s supporting Evolve’s intentional approach or seeking other solutions that align with our personal values.
You can use the code KEZIA for 20% off any DIME products too and they ship to the US, UK and Europe the same as Evolve. The TBT line has been my favourite, and a heads up: I don’t personally love their perfume!
Conclusion: My Take on Evolve’s Fragrance Formulations
Seeing ‘fragrance’ used as an ingredient used to be a reason for me to put down a product right away. I’ve always known Europe was a bit different from the US but I still think without further commitments from the brand, fragrance is still a no from me in Europe. Evolve doesn’t know the exact proprietary formulas from their fragrance partners, but they collaborate closely to ensure the blends align with their brand values which does mean something. Any concerns flagged during product and ingredient testing lead to immediate formulation adjustments before a product reaches the shelf. Along with all the different testing and third party certifications on their products and fragrances, I think I’m comfortable with Evolve’s products. Anecdotally, it’s worth noting that fragranced products also give me a headache which Evolve’s never have. This isn’t enough to make me use a product, but it would make me stop regardless of the certifications on a product.
Personally for now, I’ll continue to use my Evolve products, while also loving those from DIME that give people the option for fully fragrance free.
OTHER POSTS YOU MIGHT ENJOY:
My Evolve Skincare Routine (Before my Fragrance Questions)
Are Frownies Any Good? My Review of Wrinkle Smoothing Face Patches
