At the intersection of fine fragrance and conscious beauty, Rosy & Earnest is leading a new wave of clean luxury. Founded by Marilou Hamer and Caroline Gélineault, the Montreal-based brand is proof that modern scent can be elevated, safe, and deeply personal — without compromise.
With every formula fully disclosed and each product EWG Verified™, Rosy & Earnest offers a refreshing kind of beauty: one that invites you to feel good about what you wear. In this Founder’s Spotlight, Marilou shares her journey from perfume outsider to clean beauty pioneer — and how radical transparency, rich sensory storytelling, and purpose-led values shaped her vision.
The Journey
Q: What inspired you to launch Rosy & Earnest, and how did your personal journey shape the brand's mission?
Marilou Hamer: Rosy & Earnest started out of a simple but bold belief: that true luxury and 100% transparency can live side by side — with clean, third-party certified scents you truly feel connected to.
Caroline and I have always loved fragrance — it’s so tied to who you are, your confidence, your memories. But like so many women, when we became mothers and started paying closer attention to what we were putting on our skin every day, we were struck by how opaque the world of perfume really is. The word “fragrance” can legally conceal any combination from a list of nearly 4,000 ingredients — and while most perfumes contain dozens or sometimes hundreds, you’ll rarely know exactly what’s inside. We just felt there had to be a better way.
We weren’t industry insiders, but we were determined to prove that fine fragrance could be fully transparent, meet the strictest safety standards, and still feel elevated and unforgettable. So we knocked on doors, asked the hard questions, and eventually found our perfect partner in Paris — the brilliant Master Perfumer Nathalie Feisthauer and her team at Labscent — who helped us to bring our vision to life.
Today, Rosy & Earnest is our reminder that you deserve fragrance that’s beautiful in every way, inside and out. No secrets. No grey areas. Just scents made to be felt — not just worn.
Q: Can you share a pivotal moment that defined your path as a founder?
Marilou Hamer: There are two moments I’ll never forget. One was when our master perfumer, Nathalie Feisthauer, and her team said yes to our vision. Finding the right partners who were willing to embrace our vision and work within the EWG Verified™ guidelines was not easy. Many fragrance houses didn’t want to share their ingredients, and others felt that aiming for EWG Verified™ was just too complicated. But Nathalie was inspired by our vision and willing to try something new with us. That gave us the confidence to trust our gut and keep pushing forward.
The other was receiving our EWG Verified™ certification for our first two scents — becoming only the second brand ever to achieve that in the eau de parfum category. Holding that certification felt like proof that you really don’t have to choose between luxury, clean fragrance and radical transparency. It’s a reminder that clean, honest, unforgettable fragrance is possible — and that keeps me motivated every day.
Q: What’s the story behind the name Rosy & Earnest?
Marilou Hamer: Rosy & Earnest reflects two sides of our philosophy: “Rosy” is our optimistic, sensory side — the joy, warmth, and romance that scent brings. “Earnest” is our commitment to staying true to our values, with nothing to hide. Together, they remind us that beauty should feel good — and be good for you too. The name also reflects our belief that scent is for everyone — our fragrances are designed to feel universal and not limited by gender.
Brand Philosophy
Q: Your brand has a minimalist, transparent approach to skincare — why was that important to you?
Marilou Hamer: To us, true luxury is about trust. In an industry where ingredient lists are often hidden, we chose to strip away the grey areas. We share every ingredient and hold ourselves to the highest safety standards because our customers deserve to know exactly what they’re putting on their skin — and to feel good about it.
Q: Rosy & Earnest emphasizes "radical transparency." What does that mean in practice, and how does it benefit your customer?
Marilou Hamer: For us, “radical transparency” means no secrets — ever. We share every single ingredient in our fragrances — so you always know what you’re putting on your skin. In an industry where “fragrance” can still hide thousands of chemicals, we think you deserve better. Full transparency means you can trust our scents completely — and enjoy them without second guessing what’s inside.
Q: How do you ensure your ingredients and formulations reflect your core values?
Marilou Hamer: We work closely with trusted partners like Master Perfumer Nathalie Feisthauder and her independent lab in France to make sure every raw material meets our strict standards for safety and quality. Each step is guided by our promise: beautiful, luxurious fragrance with nothing to hide.
Through the EWG Verified™ process, our formulas are carefully reviewed by scientists and toxicologists to meet the highest health standards. We share full documentation to confirm our ingredients meet or exceed these strict safety guidelines, and sometimes extra testing is needed to check for trace contaminants. It’s a thorough process that can take several months, but it’s worth it to ensure our fragrances truly live up to our values.
Product Innovation
Q: What product are you most proud of and why?
Marilou Hamer: Honestly, we’re proud of every one of our fragrances. Each one was chosen because it sparked a memory, an emotion, or simple joy the moment we smelled it — and they’re all so different. Our goal has always been to create a collection that feels personal, with a scent for everyone and every mood.
We’re also really proud of the uniqueness of our scents. In a world full of “dupes” and copycats, we wanted Rosy & Earnest to offer truly original fragrances that stand out. Partnering with a true artist like Nathalie Feisthauer made that possible — she’s helped us craft rich, sensory scents that feel exquisite, yet still meet the strictest health and safety standards. To us, that’s what makes each one so special.
Q: How do you approach developing new products — is it trend-driven, data-informed, or instinctive?
Marilou Hamer: It’s a balance of listening and intuition. We listen closely to our community — what they crave, what they can’t find elsewhere — but we never chase trends for the sake of it. Each scent starts as a feeling or memory we want to capture, then we refine it through data and safety standards. We want our scents to be timeless and stand the test of time, rather than being just a fleeting trend. This is also important to us on a sustainability level – we don’t want to launch products just for the sake of it. They have to be a meaningful addition to our collection.
Q: Are there any exciting formulations or product categories you’re exploring next?
Marilou Hamer: We are considering other product categories eventually, but for now, we are still focusing on our core: eau de parfum. Mists, hair sprays, and body lotions are categories we might explore in the future, as they’re complementary and could help engage new customers. But for the moment, fragrance remains our top priority.
Wellness & Rituals
Q: How does Rosy & Earnest align with your personal views on wellness and self-care?
Marilou Hamer: I take a minimalist approach to wellness and self-care, and I like knowing exactly what I put on my skin. I believe in clean beauty that’s truly verified — not just greenwashing. That’s why third-party certified products like EWG Verified™ and full ingredient transparency matter so much to me. I want to know exactly what I’m applying, and certifications like EWG Verified™ make that easier because I know the formulations have been strictly reviewed for safety.
To me, wellness is about small, nourishing moments, and fragrance is such an intimate part of that. I see scent as an emotional layer of self-care: it grounds you, lifts you, and makes the ordinary feel special. Rosy & Earnest is my way of sharing that with others, without hidden compromises.
Q: Do you have a favorite daily skincare or wellness ritual you swear by?
Marilou Hamer: First, sunscreen, always. Second, a mindful spritz. I pause most mornings to choose a scent that matches my mood and let it set the tone for my day. It’s a tiny ritual, but it reminds me to slow down and savor the present.
Q: What’s one small but powerful ritual you recommend for someone starting a minimalist beauty routine?
Marilou Hamer: Start with one thing you truly love — whether it’s a beautiful fragrance or a nourishing oil — and do it with intention. Ritual is less about products and more about presence.
Lessons & Leadership
Q: What has entrepreneurship taught you about resilience?
Marilou Hamer: It’s taught me that resilience isn’t about never falling — it’s about how gently and persistently you get back up. Building something meaningful means hearing “no” a lot, but each setback has pushed me to think creatively and stay true to our mission.
Q: As a female founder in the beauty space, what challenges have you faced — and how did you overcome them?
Marilou Hamer: Honestly, I think our biggest challenge hasn’t necessarily been about being women in beauty — it’s been about being outsiders trying to break into a traditionally closed-off industry. We didn’t come from big beauty or fragrance families; we’re just two women from Montreal with a clear vision and a lot of persistence.
Of course, there are some amazing grants and accelerators out there, but many aren’t accessible to small brands like ours outside the US — so we’ve been focused on bootstrapping and growing through sheer determination and community support.
One of the hardest parts has been building the right connections from scratch — finding mentors, trusted partners, and retailers who truly align with our values. Networking is harder when you’re not based in a big beauty hub. But every “yes” we’ve gotten has come from showing up with transparency, honesty, and our belief that luxury can be redefined.
If anything, it’s made me appreciate how powerful genuine relationships are — and how important it is to nurture and value them. We’ve been lucky to meet amazing partners and people in the industry who believe in us and have supported our mission since the beginning. We’re especially thankful to be working with our incredible Master Perfumer Nathalie Feisthauer and her team.
Q: What advice would you give to other women building purpose-led brands?
Marilou Hamer: If you’re passionate about something, just start — even if you’re scared or don’t know where it will lead. Nurture your idea and give it space to grow.
Stay anchored to your “why.” Trends and obstacles come and go, but your purpose will keep you steady. Surround yourself with people who remind you that you don’t have to do it alone.
Believe in yourself. Most of us feel like imposters in the beginning — that’s normal. You don’t need to know everything, just be willing to learn and keep an open mind.
Looking Ahead
Q: What’s next for Rosy & Earnest in 2025?
Marilou Hamer: We’re focused on expanding thoughtfully — reaching more customers through trusted retail partners while staying true to our values. We’re also preparing to launch travel sizes of our first two scents, Be Rosy and Be Earnest (Vanilla Rum Royal and Pistachio Delight are already available in travel size). Plus, we have an exciting new release planned for Spring 2026.
Q: How would you love your customers to feel after using your products?
Marilou Hamer: Every fragrance in our collection is unique, so you can choose what matches your mood, the occasion, or how you want to feel that day. Depending on the scent, I hope people feel uplifted, confident, grounded, calm, comforted, sexy — or a mix of all these things. Scent is deeply personal; it connects us to memories and moments that matter. My biggest hope is that our fragrances help people feel good, bring them little moments of joy, and make them feel more present while creating beautiful memories.
Rosy & Earnest: Clean Fine Fragrance with Nothing to Hide
Rosy & Earnest is a clean fine fragrance brand redefining what luxury smells like — with radical transparency and nothing to hide. Crafted in collaboration with award-winning Parisian Master Perfumer Nathalie Feisthauer, each scent is EWG Verified™, vegan, cruelty-free, and designed to be felt — not just worn. This is fragrance without compromise, created to spark joy and peace of mind.
Top Picks from the Fragrance Wardrobe
1. Be Rosy, Eau de Parfum $125
Luminous and uplifting, Be Rosy is perfect for everyday wear or whenever you want to feel in a Rosy mood. Clementine oil and crystalline floral notes are magnified with osmanthus absolute, black tea CO₂ extract, and a touch of precious orris butter.
Shop Be Rosy →
2. Award-Winning Travel Duo: Pistachio Delight & Vanilla Rum Royal $80
Two award‑winning scents. One unforgettable duo. This giftable set features Pistachio Delight and Vanilla Rum Royal in 10ml Eau de Parfum sprays — clean, indulgent, and made for on-the-go luxury.
Shop the Duo →
3. Rosy & Earnest Discovery Set $28
Try all four signature scents in this curated sample collection. Includes 2ml vials of Be Rosy, Be Earnest, Vanilla Rum Royal, and Pistachio Delight. Award-winning, EWG Verified™, and beautifully minimal.
Shop the Discovery Set →
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Website: rosyandearnest.com
“These scents hold the heart of Rosy & Earnest — proof that luxury, transparency, and everyday moments of joy can live beautifully side by side.”
– Marilou Hamer
