“Following this macro trend, we’re moving from fragrances that, for example, say they contain roses, to fragrances that contain roses from Bulgaria, to fragrances infused with Bulgarian roses from a sustainable source that impacts the local community,” says Hervé Fretay director of natural ingredients for Givaudan. “More brands are looking at how their ingredients are grown, picked, extracted, and the impact they have on the local community; they’re telling more of a story.”

— Read more at The Rise of the Eco-Chic Fragrance at Barron's. Hat tip to VanMorrisonFan!