Fragrance house

By Rosie Jane

By Rosie Jane is a privately owned fragrance and personal-care brand founded by Australian-born makeup artist Rosie Jane Johnston and based in the Los Angeles area. Johnston began making her own fragrance in 2008 after researching perfume ingredients and questioning what was disclosed to consumers; the business launched commercially in 2010 with Leila Lou. Her earlier venture, Rosie Jane Cheek Gloss, began in 2003 before the brand shifted its central focus to fragrance. By Rosie Jane is built around simple, approachable, wearable scents and products tied to memories and emotions, with clean formulation standards covering ingredients, packaging, people and environmental impact. Johnston remains involved in formulating every fragrance, while perfumer Sarah Horowitz mentored her after Leila Lou’s launch. Leila Lou was an early defining fragrance; an initial supply stocked by a Los Angeles clothing-store owner sold out in two days. Johnston identifies Rosie and Dulce as the brand’s hero scents. In 2026, Matilda connected a fragrance to her daughter and childhood curiosity while moving toward passionfruit, airy meringue and soft musk instead of a vanilla-led gourmand profile.