Fragrance house

DefineMe

DefineMe was launched in 2015 by Jennifer McKay Newton, following her earlier work with Pure Designs For Living and her experiments blending scents for an organic candle line. The brand connects fragrance with emotional transformation, self-worth, confidence, conscious beauty, vegan and cruelty-free formulation, and sustainable packaging. Butterflies serve as a recurring symbol of metamorphosis and the idea that scent can help people become more fully themselves. DefineMe’s fragrance legacy is especially associated with the Butterfly Series, an original collection of seven modern natural perfumes presented as a journey of empowerment and self-discovery. The concept later extended to a Crystal Series pairing natural perfumes with crystals and wellness-oriented meanings. In July 2023, DefineMe Creative Studio announced a long-term collaboration with Mattel to create official Barbie and Ken fragrances, with the Barbie fragrance created alongside Givaudan. A 2024 release, Nearly Noon, was jointly developed with fragrance reviewer SniffWithSteph. Jennifer McKay Design, Inc. is identified as DefineMe’s current trademark owner.