Launched: 2010

Key Executives: Rosie Johnston, Founder + CEO

2025 Full Year Expected Revenue Range: $10 to $20 million

2025 Projected Offline Distribution Points: 500

Primary Category: Fragrance

Other Categories: Bodycare

Key Markets: United States

Retail Partnerships: Sephora

Primary Distribution Channel: Prestige

Other Distribution Channels: DTC

Funding Rounds: Self-funded

By/Rosie Jane was inspired by my desire for simple, clean, and beautifully crafted products that aligned with my lifestyle—something that didn’t exist at the time. I wanted to create a fragrance line free of harmful chemicals that celebrated everyday moments and felt approachable, like your favorite white T-shirt. Today, we bridge the gap between luxury and accessibility with clean, sustainable fragrances and bodycare that enhance the beauty of daily rituals. By prioritizing transparency, sustainability, and inclusivity, we’ve carved out a space where customers don’t have to choose between quality, safety, and authenticity.

Insights provided by Rosie Johnston, CEO and Founder

Key business initiatives for 2025?

Our goal is to make clean beauty accessible, as we believe quality skincare should be within reach for everyone. This year, we achieved this by launching our Everyday Body Collection at Target, marking our entry into mass retail. Inspired by my menopause journey, this collection features functional, mood-boosting essentials like deodorant and body wash to elevate everyday moments.

Through production and supply chain efficiencies and updated 100% PCR ocean plastic packaging, we’re excited to lower the pricing of our body collection in April 2025—making it even more accessible without compromising the quality of our clean ingredients. We'll also be expanding our presence in mass retail through our partnership with Target and will continue to launch new fine fragrances.

What are you most proud of having accomplished?

In 2024, By/Rosie Jane was named one of the top 20 fastest-growing beauty and personal care companies on the Inc. 5000 list. Despite being preinvestment, we’ve sustained double-digit growth by upholding our values of authenticity, transparency, and deep customer connection. This unwavering approach has allowed us to thrive in the competitive beauty industry while remaining committed to both our team and customers.

By/Rosie Jane is very unique in the fact that we manufacture our products 100% in house. Our products are made by real people every day. We are able to control our supply chain and ingredient sourcing in a way that not a lot of brands can do. I know where every bottle comes from, every box, each raw material. It's all then blended, mixed, filled, and shipped directly from By/Rosie Jane headquarters.

What fuels your competitive advantage?

Our unwavering commitment to transparency and sustainability is the heart of our brand DNA and the key to our competitive advantage. By owning our production process and crafting clean products without compromise, we’ve built trust in an industry where authenticity is often overlooked.

Insight on the future of the beauty industry.

The future of beauty is rooted in transparency, sustainability, and inclusivity. Consumers are increasingly prioritizing brands that align with their values—whether it’s clean ingredients, eco-friendly packaging, or authentic storytelling. As the industry evolves, there’s a growing shift toward simplifying beauty routines with products that serve multiple purposes and enhance everyday moments. At By/Rosie Jane, we see an opportunity to lead this movement by continuing to deliver accessible, high-quality products that are as kind to the planet as they are to people.

By/Rosie Jane is a reflection of me. It's everything; it's my kids, my life, my story ... and I think customers want something that has a soul and a real story.

What is the best piece of advice you’ve been given?

“Start where you are, use what you have, and trust the process.” This resonated deeply with me, especially in the early days. I started my first fragrance on a whim—at my kitchen table over a few glasses of wine. I didn’t have investors, a big team, or a detailed roadmap, but I did have passion, a clear vision, and a belief in what I was creating.

This advice has reminded me that you don’t need everything to be perfect to take the first step. By focusing on what you can do in the moment and staying authentic to your values, you create something truly meaningful. It’s how By/Rosie Jane grew from a handmade product to a global brand—one bottle, one store, one connection at a time.

What is the best mistake you've ever made and what did you learn?

Probably making the jump from Australia to the US when I was only 21. I didn’t have a plan but it turned out to be one of the most defining moments of my life. The scents I create today are inspired so heavily by growing up in Sydney and my life now in LA. By/Rosie Jane is like a love letter to my Australian roots, blended with the spirit of LA. That unplanned leap taught me that sometimes the best things come from trusting your gut and embracing the unknown. It shaped my perspective, my brand, and ultimately the life I live today.

What advice would you give to someone contemplating launching a beauty brand?

Be authentic, create something you love and believe in, celebrate all the victories, big and small, and get ready to fight like hell.

If you could change one thing in the beauty industry what would it be?

I’d love to see a shift where brands focus more on self-acceptance and authenticity, encouraging consumers to feel good in their own skin—flaws and all. Beauty should be about feeling empowered, not about trying to meet unattainable standards. I’d love to see more brands embracing diversity and championing products that enhance the beauty that’s already there.