Key Takeaways:

• No Makeup Makeup’s No Fragrance Fragrance establishes the first-ever “Fragrance Essence,” a new tier between eau de toilette and mist.
• Using FlexScent Technology and My Z-Biome Technology, the scent adapts to each wearer’s chemistry, creating a personalized, skin-friendly fragrance experience.
• Rooted in Victoria Jackson’s minimalist beauty ethos, the launch redefines luxury as restraint—fragrance as self-connection, not projection.

In a market where “more” has long been the measure of success—more pigment, more projection, more payoff—No Makeup Makeup Co-Founders Victoria Jackson and Kim Wileman are betting on “less” as the new luxury. Their latest innovation, No Fragrance Fragrance, strips away excess to reveal what’s essential: the wearer’s own essence.

Developed in collaboration with Givaudan’s Custom Essence fragrance house, the No Fragrance Fragrance launch does more than debut a new scent. It inaugurates an entirely new category in perfumery: the Fragrance Essence.

Defining a New Category

Fragrance classification has long followed the same hierarchy: parfum, eau de parfum, eau de toilette, and mist. No Fragrance Fragrance didn’t fit within it. “It was lighter than an eau de toilette, longer lasting than a mist, and built to adapt to your chemistry,” says Wileman, co-founder and CEO. “It didn’t just sit on skin; it became part of it. That’s when we realized it needed its own classification.”

The result is the Fragrance Essence, a new tier in perfumery that bridges eau de toilettes and mists in the way skincare essences bridge toners and serums.

Adaptive Science

This strategic move builds on the same adaptive science that powered the brand’s foundation innovation. Just as FlexShade Technology adapts to each wearer’s skin tone for a seamless, second-skin finish, FlexScent Technology applies that principle to fragrance, creating a skin-responsive scent that flexes with the individual who wears it. This pH-responsive technology adjusts to each wearer’s chemistry, temperature, and environment. Every note evolves in real time, creating a scent that is both deeply personal and ever-changing. Key FlexScent notes include:

• Warm ambrette—an olfactive profile that shifts from fruity to amber
• Orris root—powdery, woody and floral nuances that move with the skin
• Sheer jasmine—airy or heady depending on environment
• Soft musk—morphs with chemistry to amplify other notes
• Creamy sandalwood and amber coconut—evolving from milky-soft to warm-sensual

Supporting this adaptive system is My Z-Biome Technology, developed by Givaudan, which respects the skin’s natural microflora to ensure a gentle, skin-friendly experience. Together, they represent a new harmony between fragrance and skin science, proof that scent can evolve with the body rather than overpower it.

 Philosophy as Business Strategy

For Jackson, whose four-decade beauty legacy is built on the principle that “less is best,” the creation of No Fragrance Fragrance reflects both a personal conviction and a strategic evolution for the brand. Having authored books about her lifelong experience with worry and anxiety, Jackson approached the project through the lens of comfort and restoration.

“I’ve always been sensitive to fragrance,” she says. “I didn’t want to create something meant to impress a room. I wanted to create something meant to center and ground you because, when I think about the future of fragrance, I believe it will be less about scent and more about self.”

That belief, born from the emotional toll of overstimulation, became the creative and scientific blueprint for No Fragrance Fragrance. The bottle itself, sculptural and continuous, features a tactile divot designed as a modern touchstone, offering a small moment of calm that mirrors the fragrance’s purpose.

By bringing fragrance back through a minimalist yet intimate lens, Jackson and Wileman are extending No Makeup Makeup’s core philosophy into a high-growth category at the intersection of beauty, wellness, and self-care. That same philosophy guides the brand’s business strategy—prioritizing accessibility and authenticity over excess—with an omnichannel distribution model anchored by DTC and scaled through QVC and Amazon to reach both loyal devotees and new audiences discovering the brand through digital and broadcast retail.

A New Lexicon for Modern Perfumery

Where much of the fragrance industry has focused on projection, No Makeup Makeup finds strength in subtlety. “Victoria named it No Fragrance Fragrance because its very name is its philosophy,” says Wileman. “By removing what’s unnecessary, we’ve created something truly special—a scent that doesn’t compete with you and allows you to complete the profile.”

With Jackson’s creative authorship and Wileman’s expertise in product formulation, No Fragrance Fragrance represents a strategic inflection point for the brand where emotion meets innovation and restraint becomes the new form of expression.

This is not fragrance as before. This is scent, redefined.