Victoria Jackson — known for bringing No Makeup Makeup to market, a term she coined in 1986 — is now introducing a new innovation, No Fragrance Fragrance, co-created with her longtime collaborator Kim Wileman.
As Jackson explained, fragrance has always posed a challenge for her personally. “I’m very sensitive to fragrance, bordering on allergic,” she said. “I wanted to create something congruent with, ‘everything is about you,’ and create a fragrance that was more of a whisper than a shout.”
Victoria Jackson and Kim Wileman
Courtesy of No Fragrance Fragrance
Her mission was to formulate a scent for sensitive skin that is gentle, allergen-free, “clean” and wearable. The result is a subtle, personal fragrance developed with Givaudan’s My Z-Biome technology, which allows each layer of top, middle and base notes — including peony, jasmine, sandalwood, amber coconut and soft musk — to adapt uniquely to every wearer. The fragrance also features the brand’s proprietary FlexScent technology, designed to protect the skin’s natural microflora.
What makes it different is that it’s an essence, not a perfume, yet has long-wear power, Wileman said.
“Perfume has 8 to 10 percent fragrance, eau de toilette has 5 to 7 percent, and then it drops down to mist, which has 1 percent and the scent doesn’t last as long,” Wileman explained. “What we are, what our new category is, is a fragrance essence. We’re at 3 percent fragrance, and we were able to create the fragrance to last four hours in total.”
Portable and intentionally minimalist, No Fragrance Fragrance is “made to be with you,” Jackson said. “It’s not meant to sit in your bathroom. It’s meant to be in your purse.” She described the custom-designed bottle as functional and grounding, adding, “It has no edges. There’s a little divot in the back.”
No Fragrance Fragrance
KEVIN CREMENS
Made in collaboration with Givaudan’s Custom Essence and manufactured in Italy, the fragrance is priced at $75 for a 20-ml bottle that fits in the palm of a hand.
With No Makeup Makeup, the brand has built a community of more than 115,000 loyal customers. Jackson and Wileman hope to speak to that same audience — and those looking for “clean” and allergen-free scents — with the launch. Industry sources predict between $3 million to $5 million in first-year sales for No Fragrance Fragrance.
The fragrance will launch on Saturday on nomakeupmakeup.com, QVC and Amazon. “We’re activating with curated network of creators and influencers and TikTok fragrance tastemakers,” Wileman said of the marketing plans.
Looking ahead, Jackson and Wileman plan to grow the line. “The category is absolutely going to expand….There’s going to be additional skews that we launch within the umbrella of No Fragrance Fragrance,” Wileman said, hinting at an upcoming release timed for Mother’s Day.
“It’s a personal fragrance that really is the essence of you,” Jackson added.
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