On November 3, 2025, beauty brand No Makeup Makeup announced the launch of its latest innovation: No Fragrance Fragrance.
The No Fragrance Fragrance was developed by beauty industry veteran Victoria Jackson and brand co-founder and chief executive officer Kim Wileman in collaboration with Givaudan’s Custom Essence fragrance house. This new innovation is categorized as a “fragrance essence,” or a sheer, second-skin enhancer designed to merge with the wearer’s chemistry.
“Just as No Makeup Makeup changed the way people think about beauty, No Fragrance Fragrance will change the way people think about scent,” Wileman said. “Consumers today are seeking fragrance that feels personal, intimate and effortless, so the Fragrance Essence is our answer: a new category for a new mindset.”
The new essence centers on its FlexScent technology, a proprietary pH-responsive innovation that adapts to the wearer’s natural chemistry. The technology is built around fragrance notes that naturally shift and deepen depending on skin chemistry and environment, so every wearer has an individual experience. Further, the formula integrates the My Z-Biome technology by Givaudan to work in harmony with the skin’s natural ecosystem.
“I wanted to create a scent that grounds you – one you feel rather than flaunt,” said Jackson. “I created this not for the vanity, but for the soul. It’s a grounding scent, a tactile ritual and a reminder that less isn’t nothing, it’s the right something.”
No Fragrance Fragrance is available for purchase on the brand’s website as well as QVC and Amazon.
Fragrance Highlights
Warm Ambrette: Plant-based musk that shifts from fruity to amber
Orris Root: Powdery, woody and floral facets that move with the skin
Sheer Jasmine: Airy or heady depending on the environment
Soft Musk: Morphs with chemistry, amplifying other notes
Creamy Sandalwood: Warm, woody or milky depending on wear
Amber Coconut: Evolves from gourmand to creamy or lightly woody
