Defineme

Defineme was founded in 2015 by Jennifer McKay Newton, a former pharmaceutical executive who channelled her scientific background into creating clean, transparent fragrance for women. The brand's guiding principle is that fragrance should be free of harmful ingredients without sacrificing sensory quality — no parabens, phthalates, or synthetic dyes, with every ingredient disclosed. Compositions are built around EWG-verified materials and are formulated to feel sophisticated despite their accessible price points. The collection spans light citrus-musks for daily wear through deeper vanilla-floral blends for evening, united by a wellness-adjacent philosophy that resonates with the contemporary clean-beauty consumer. Newton's direct-to-consumer model and strong social media presence have helped the brand build a following among American women who prioritise health-conscious beauty purchases.