Natural fragrances, and natural fragrance brands, come about for a variety of reasons. Historically they have been aggressively upholding the misconception that natural ingredients are better than synthetics when it comes to safety, and that they have a lower environmental impact. Now, safety is safety and, whether it’s natural or synthetic, there are strict rules in place that govern every ingredient that goes into your fragrance. When we talk about environmental impact, the act of extracting an oil from a plant uses energy and, in order to get it to the manufacturers, adds to a carbon footprint. So, it’s not often as clear as it may seem.

When Catrin MacDonnell and Hemali Modha started to think about creating a fragrance, and setting up Jones & Modha, it came from a very simple desire. They wanted to create a perfume that had minimal impact and, in their own words, had “sustainability and the environment in mind”. It’s this idea of a company doing their best to “minimise” impact rather than “maximise” scaremongering that is something the company should be proud of, and is also why they deserve to be discovered. Gently challenging people’s opinions, but also ultimately respecting their choices, is something that is usually lacking in the natural market.

To create their natural fragrance they knew that they needed to enlisted the help of a natural perfumer because they couldn’t do it alone, and they also wanted it to be legal. Many small natural brands still believe that all natural ingredients are safe, and so for Jones & Modha to take the cautious approach right at the beginning of their journey is wonderful to see. Natural fragrances often run the risk of being very heavy, because of the denseness of the ingredients being used, but Catrin and Hemali have released a scent that can be worn by all genders at all times, but is particularly perfect for autumn and winter.