By Rosie Jane: A Fragrance and Personal-Care Brand With a Focus on 'Effortlessness' – Latest Fashion Trends & Style Tips June 23, 2025 at 08:30PM

📰 By Rosie Jane: A Fragrance and Personal-Care Brand With a Focus on 'Effortlessness'

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Photo: Courtesy of By/Rosie Jane

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By Rosie Jane
Headquarters: Los Angeles, CA
E-commerce: byrosiejane.com
Social Media: Instagram

What: A Los Angeles-born fragrance and personal-care brand founded by celebrity makeup artist and mom of three, Rosie Johnston

Price Range: $12 - $150

Founder: Rosie Jane Johnston

Origin Story: The story of By Rosie Jane is what happens when raw creativity meets relentless grit — and smells incredible doing it. Johnston, an Australian makeup artist, moved to Los Angeles, where brushed shoulders with Vogue, InStyle, W, Harper's Bazaar and a who's who of A-list celebrities. Then, almost by accident, she "set the 'clean' fragrance movement into motion." 

It started simply: a few handmade perfumes, mixed at a kitchen table, created because nothing on the market smelled quite right. As life grew louder — babies, business and a kitchen full of glassware — By Rosie Jane moved to a small warehouse on L.A.'s East Side, scaling slowly and organically into a brand that would help redefine what modern beauty smells like. It's now sold in more than 1,000 stores across the U.S., Australia, Europe and the U.K.

Every product is filled in-house at the brand's Los Angeles facility using "high-quality ingredients and planet-friendly packaging." 

Stockists: Sephora, Nordstrom, Anthropologie

Hero Products: Rosie Perfume ($80)

PR Representation: MAVN PR

How to get in contact: tina@mavnpr.co

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