I recently interviewed Alicia Silverstone for a New York Times beauty story and we had a real pow-wow over green beauty and what that means for regimens. After a lot of trial and error, she's figured out a clean routine and products that work for her but one beauty category has eluded her—that's fragrance. She still sprays her "naughty" scents as she calls them. This situation is largely why I started Ellis Brooklyn. Why not have perfumes be paraben-free? Why not be phthalates-free, cruelty-free and vegan? It should be the new baseline for beauty and we're proud to be a part of the movement that is pushing the goal post to a safer place.