A Few thoughts from the Founder:
I've been covering beauty for the New York Times for the last 11 years and counting. It's as you would imagine: an absolute dream job made all the sweeter because I fell in love with the beauty industry along the way. But considering all the products that I've been lucky enough to swab, spritz and sample, I was probably the last person who would have said the world needs another beauty brand.
So it was a surprise when I became pregnant with my daughter Ellis and was living in Brooklyn (hence Ellis Brooklyn!), and when I started cleaning up my beauty routine, that I found there were no sophisticated clean options for fragrance. This was 2013 and the beginnings of clean beauty as we know it today. Skincare and makeup had already made exciting strides, but fragrance was still stuck in another era where ingredients were almost intentionally murky. There was a lot to clear up but I also thought a lot of gorgeous possibility. I have always loved fragrance—it's a powerful, invisible language that can tell a story or conjure a keen memory in one concise sniff.