By Sophie Bertrand, Nutritionist & Founder of Serene by Sophie

Perfume is one of those products we rarely question.

We think about how it smells, whether it lasts and whether it feels like us. But increasingly, people are also asking a different question:

What exactly am I putting on my skin every day?

For me, that question eventually changed the way I approached fragrance altogether.

After becoming more intentional about the products I used every day, I realised that perfume had become something of a blind spot. I loved fragrance but I couldn't find a personal scent that felt aligned with the way I wanted to live.

So I stopped wearing it.

For almost five years.

And eventually, that question became the reason I created Serene.

So, what actually is non-toxic perfume?

The term "non-toxic perfume" isn't a regulated definition in the same way that terms such as "organic" can be regulated in certain contexts.

That's important.

There isn't one universal ingredient list that automatically makes a perfume "non-toxic", and the phrase shouldn't be used to suggest that every conventional perfume is inherently harmful.

Instead, I think it's more useful to look beyond the label and ask:

How has the fragrance been formulated? What ingredients are being used? How transparent is the brand about them? And does the product reflect the standards you personally want from your everyday routine?

That's the approach I've taken with Serene.

Why fragrance can feel complicated

Fragrance is a particularly interesting category because the word "parfum" or "fragrance" can represent a complex mixture of ingredients.

In the UK and EU, cosmetic products are subject to extensive safety requirements, including ingredient restrictions and safety assessments before being placed on the market.

So "non-toxic" shouldn't mean "all other perfume is toxic."

For me, it means taking a more considered approach to formulation and transparency.

It means asking better questions about what goes into the products we use every day.

And it means creating fragrance without relying on fear to sell it.

What should you look for when choosing a more considered perfume?

There are a few things I'd recommend paying attention to.

1. Look beyond the front of the bottle

Beautiful packaging tells you very little about the formulation.

Look for brands that provide clear information about their ingredients and formulation philosophy.

If you can't find the information you're looking for, ask.

Transparency matters.

2. Understand what "natural" and "clean" actually mean

These terms are often used interchangeably, but they aren't the same thing.

A fragrance being natural doesn't automatically make it better or safer for every person.

Equally, a synthetic ingredient isn't automatically something to fear.

The quality, safety and suitability of the finished formulation matter.

This is one of the reasons I don't believe wellness needs to become a never-ending list of ingredients to avoid.

3. Think about how fragrance fits into your life

For me, this is the most important question.

I didn't want to create another product that made women feel they needed to optimise their lives.

I wanted fragrance to become something much simpler: a ritual.

A roll-on at the wrist before you leave the house.

A moment of fragrance before starting work.

A pause between one part of the day and the next.

Something small that makes an ordinary moment feel a little more intentional.

Can fragrance be part of a wellness routine?

I believe it can, without making medical or therapeutic claims.

Our sense of smell is deeply connected to memory, emotion and our perception of experiences. That's part of what makes fragrance so personal.

The scent of sunscreen can take you straight back to a childhood holiday.

A particular perfume can remind you of someone you love.

The smell of freshly cut grass can change the feeling of an entire room.

So I became interested in fragrance not simply as something that makes you smell good, but as something that can become associated with a particular moment or ritual.

That became the foundation of Serene.

Why I created Serene

I wanted a personal fragrance that felt more aligned with the rest of my approach to wellbeing.

Not perfect.

Not complicated.

Not fear-driven.

Just considered.

Serene is my attempt to create a clean fragrance that feels beautiful enough to want to wear and intentional enough to feel good about making part of your everyday ritual.

Our first fragrance, Rise, was created around the feeling of a considered morning.

Bright citrus and aromatic greens meet soft florals, before settling into woody, vanilla and musk notes that stay close to the skin.

It's designed to be more than something you apply before leaving the house.

It's a small moment for yourself.

The bottom line

You don't need to be afraid of perfume.

And you don't need to become obsessed with eliminating every ingredient from your life.

I believe wellness should feel simpler than that.

If you're looking for a more considered fragrance, start with transparency. Understand the formulation. Look beyond marketing language. And choose something that genuinely aligns with your own values.

Because ultimately, fragrance should be about how you feel wearing it, not worrying about what you're wearing.

That's why I created Serene.

More than a perfume. A daily wellness ritual.

Discover Serene

Serene by Sophie is a new fragrance brand creating non-toxic fragrance rituals for everyday wellbeing.

Our first scent, Rise, launches October 2026.