Fragrance house

St. Rose

Founded in 2019 by Belinda Smith, St. Rose developed from her experience as a fragrance consumer who struggled to find products combining clean formulation, environmental responsibility, and luxury. Smith’s rural Australian background and later life in the United States shaped an identity grounded in Australian natural imagery, memory, and the meeting point of Australia and New York. The brand’s fine fragrances center on nature-informed compositions, ingredient transparency, responsible sourcing, and gender-neutral wear, with Australian sandalwood recurring across the collection. French Poetry, created by New York-based perfumer Caroline Sabas, is St. Rose’s best seller. In June 2025, the brand introduced Crazy Love Eau de Parfum through a campaign involving photographer Diana Bartlett and DJ Mia Moretti. Its newer Modern Heirlooms collection features refillable perfume and home objects, Art Deco-inspired fluted glass, and a program for returning legacy bottles.