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The London-based start-up Ostens aims to demystify the world of perfume...

Navigating aroma apathy to make an impact on the overcrowded perfume market is becoming a serious challenge for scent entrepreneurs, but our bets are on Laurent Delafon and Christopher Yu, of United Perfumes, to shake things up with their latest project.

Our fragrance brands are turning the British countryside into fresh, fly scents this spring.

Rising demand for ethical beauty products made without chemicals has brought a firm that perfects the journey from seed to scent into full bloom.

Yes, just what IS in the bottle…?  Strongly linked to scent-lovers seeking more sustainable products, we’re seeing informed customers who also want to know exactly what’s inside their bottle. Influenced by farm-to-plate food, the beauty science-geek explosion (and of course, the naturals –v– synthetics conversation), greater transparency towards ingredients will be a key trend.