You Spoke, We Listened: The Return of Fragrance Free

To keep our range as affordable as possible (and to make room for the new), we need to conduct regular reviews and ‘de-list’ products that sell the least. We know it’s disappointing when favourites get discontinued (we miss you, Hemp & Meadowfoam) but there are always exciting alternatives to look forward to (hello, new Aloe Vera blend). But for some people, as we’ve recently learnt, shopping for personal care products isn’t as straightforward as choosing a favourite aroma.

One of the ranges that didn’t make the cut in our recent review was Fragrance Free. We were founded by an aromatherapist, so it made sense to focus our efforts and expertise on aroma-based products. Plus, our Fragrance Free range had a small audience (or so we thought!). We made the decision to de-list it and began to work on reviewing our offering for sensitive skin instead.

And then came the response from concerned customers, including many who have Mast Cell Activation Syndrome (MCAS) and similar conditions, and their families. MCAS causes mast cells, a type of white blood cell that’s present throughout the body, to become extremely sensitive to triggers including food and smells, causing severe allergic reactions.

The messages we received highlighted for us that numbers don’t always tell the full story: we now better understand that for those living with MCAS and other conditions like it, our Fragrance Free range isn’t just a preference, but a necessity. And that changes everything!

“We lacked knowledge about MCAS,” says Hannah Whittaker, our Marketing Director, “this feedback has been so insightful, and we want to use this experience as an opportunity to ensure we better understand the needs of our customers who are living with this distressing condition.”

We place a big focus on listening to customer feedback, working to ensure we’re making it as easy as possible for our community to make better choices for themselves and the planet, every day. And this feedback in particular really made us sit up and (re)think.

So, we’re back on it, and will be re-listing (or ‘un-de-listing’ if that’s a word!) Fragrance Free as soon as possible. In the meantime, stock is still available at Holland & Barrett (and other independent stores) and we’ll let you know as soon as it’s back here on our website.