Behind the Brand | Meet Belinda

Behind the Brand | Meet Belinda

Fragrance is an olfactory art form that is naked to the eye, both illusive and mysterious. Fleeting yet memorable ... an experience that is personal, addictive, and sacred.

Like any art form, fragrance is an act of expression. Wearing a fragrance is a way of saying who you are (or want to be) without having to say a word. Forever in jeans and a t-shirt, parfum for me is a way to accessorize, to feel put together in just a simple spritz. To set the tone for the day. It's like having a soundtrack following you around, this invisible power to envelope you in a mood. I love that scent has this magical ability to uplift, ground, inspire, seduce, and transport.

As a total romantic, the transportive aspect to scent is one of my favorites. Scent is the ultimate tour guide, sweeping unexpected travelers through hidden memories or to yet unseen worlds. 
Growing up with my two homes of Australia and the USA so far apart has given me a constant case of nostalgia for a place just out of reach. I think that really fostered my love of fragrance and how a scent can transport you to another time, another place.

My first memories of life are living on a property in the countryside of New South Wales, Australia. The dry sweet scent of eucalyptus will forever smell like home. I love crawling into an old car with sun-worn cracked leather seats, and if it’s dusty even better. It makes me think of riding along beside my dad out into the paddocks. Mandarin reminds me of staying at my grandparents home and playing in their orange trees. There is a classic by Estée Lauder that reminds me of my mum as it was her favorite while I was little. 

I think everyone's scent memories are equally as vivid which makes fragrance so personal and so powerful ...

I started ST. ROSE because it’s what I was personally looking for ...  as a self-proclaimed earth child, I wanted to understand more clearly not only what I was applying to my skin every day but also where these "natural" notes that were called out in the marketing of a fragrance were sourced. Unable to get answers, I took the leap to create what I wished existed.

It’s been a long journey to get to this point and be able to launch this luxury fragrance line that is cleanly formulated, sustainably-sourced, genderless, and intentional in philosophy and design. We believe that through art, we are able to develop timeless creations that uplift, transport, and inspire a deeper connection with mind, body, soul, and Earth.

Our fragrances are hand-crafted in small batches in New York. Every detail is obsessively scrutinized and every new product added to our curated collection is conceived with a focus of using only the highest quality materials available, omitting what isn't essential. Our high-end design details prioritize eco-friendly, responsibly sourced packaging materials which result in a renewed approach to modern luxury. 

I find inspiration from personal experiences, memories, travel, music, being in nature ... some fragrances start knowing the notes right away like actors that will star in a movie. Then other perfumes start with a very different process ... more of a fluid art where an image or a song or a mood, an idea will direct the show ... and then I get to work with my fragrance house and team of perfumers casting the notes that will marry together and create the final product.  

 At ST. ROSE, we are writing a different narrative within the fragrance industry where the creative process is entwined in environmentally responsible practices with a transparent lens, offering our community full disclosure of our ingredients and their origins.

Welcome to our journey, I'm so glad you are here.

x. B