Gwyneth Paltrow's lifestyle brand Goop has introduced its second perfume called Edition 02 Shiso, meant to heal, balance and even be transformative...
"We worked with shiso as a primary scent, which is rare in the perfume world-- it is closely hinged to the other notes, so it begins simply and then slowly opens up into spicy greens, crushed stems, and ancient exotic woods." - GP
The label is hell-bent on proposing both naturalness and transparency. So they're going out of their way to list all the ingredients in the composition, save for their proportion. It's the rare attempt at breaking the codes of perfumery, which unlike in the cooking industry, favor secrecy.
Here's the statement by Goop,
HOW WE DEFINE "NATURAL" FRAGRANCE
We say that goop fragrance is "composed entirely of natural ingredients" and "made with natural essences." What do we mean, exactly, by that?
First off, there is no official definition of the term "natural" by the FDA, which governs cosmetics. (source)
When we say that our goop fragrance is composed of natural ingredients, we mean that all of the ingredients were extracted from a plant by steam or heat extraction, cold pressing, or carbon dioxide extraction.
And here is the complete list of ingredients in the composition of Edition 02 Shiso:
Non-GMO Sugar Cane Alcohol
Citrus Aurantifolia Fruit Extract - extract of lime obtained by molecular distillation.
Triethyl Citrate - Citric acid extracted by molecular distillation from citrus peels and egg whites.
Juniperus Mexicana Oil - extracted by steam from the Mexican juniper.
Vetiveria zizanoides root extract - essential oil extracted by steam from vetiver roots.
Pogostemon Cablin Leaf Extract - molecular distillation of patchouli leaves.
Citrus Limon Peel Extract - cold pressed, essential oil of lemon peel.
Cistus ladaniferus resin extract - labdanum absolute obtained through ethanol extraction
Zingiber Officinale Root Oil - extracted by steam from ginger root.
Salvia Sclarea Oil - extracted by steam from clary sage leaves.
Cistus Ladaniferus Oil - labdanum absolute obtained through ethanol extraction
Bulnesia Sarmientoi Wood Oil - palo santo concrete obtained through solvent extraction.
Perilla Frutescens Leaf Extract - essential oil extracted by steam from shiso leaves.
Eugenia Caryophyllus Leaf Oil - extracted by steam from clove leaves.
Cuminum Cyminum Seed Extract - CO2 extraction of cumin seeds.
Aquilaria Agallocha Wood Oil - extracted by steam from agarwood.
Evernia Prunastri Extract - oak moss absolute obtained through ethanol extraction.
Betula Alba Oil - extracted by steam from the birch tree.
Price is $165 for 50 ml of eau de parfum.