Beauty Boss: Celebrity Makeup Artist Rosie Johnston, Founder of by/rosie jane, a Line of Beautiful and Clean Everyday Fragrances
Rosie Johnston. [Photo credit: Jesse Volk]
Our latest Beauty Boss is Rosie Johnston, Founder of by/rosie jane — a line of beautiful everyday fragrances and body care products that are also clean, vegan and sustainable. A celebrity makeup artist and mother of three, Johnston created by/rosie jane to offer a signature perfume that she would be known for, that at the same time would be non-toxic, sustainable, and safe for sensitive skin.
From perfume to body wash, all by/rosie jane products are vegan, made in Los Angeles, and climate neutral. They are also free of harmful ingredients including parabens, sulfates, silicones, artificial dyes, and more. We chatted with Johnston, who shared the inspiration behind the brand, secrets for success, wellness tips, and much more.
When was by/rosie jane founded and what does the name mean?
by/rosie jane started in 2010 — 25 years ago now! The name is pretty literal: it’s me. I’ve always been hands-on with every single part of this brand, from blending early formulas to picking packaging, doing our marketing, you name it.
Because every scent is pulled from something real in my life, naming the brand after myself felt like the most honest expression of what we do.
The name also has a little story: when I first hand-filled bottles for friends and clients, I typed the labels on an old garage-sale typewriter, writing the perfume name followed by “by rosie jane.” And just like that, the name stuck.
by/rosie jane is a line of beautiful everyday fragrances and body care products that are clean, vegan and sustainable. [Courtesy of by/rosie jane]
What inspired the creation of the brand?
I created my first perfume for myself. I was working as a makeup artist and wanted to create a signature perfume that everyone would know me for. I knew it had to be light and not overpowering, as a makeup artist you are so close to your clients.
As friends, family and clients started asking me if they could buy a bottle, I started researching what goes into perfume, and that opened a can of worms on ingredients. I created the first clean perfume. I also wanted scent profiles that didn't take over the room. With that, by/rosie jane was born.
Does by/rosie jane have a hero product/scent?
Rosie and Dulce usually take turns in the top spot depending on the season. Rosie is especially meaningful to me because I created it during my pregnancy when I couldn’t tolerate most fragrances. It’s soft, musky, calming — and those notes end up weaving their way into so many of our other scents.
One of by/rosie jane’s signature scents, Dulce is a sweet fragrance with notes of brown sugar and hinoki wood. [Photo courtesy of by/rosie jane]
What’s your favorite product/scent from your brand?
Rosie will always be my ride-or-die — it’s the scent I reach for without thinking. And I’m completely hooked on our new fragrance coming in February; I’ve been wearing it every single day. It’s inspired by someone very special and I’m excited to share this new chapter for the brand with the world.
But honestly, our shower and body care line, formulated with essential oils, has become just as meaningful to me. I created it while I was going through menopause, which was… intense, to say the least. My sleep was chaotic, my stress was high, and I felt like my body was sending me signals I couldn’t ignore.
Those products came from a place of needing ritual — moments to reset, breathe, cry if I needed to and just take care of myself in a really grounding way. They’re all about giving your body permission to slow down and feel supported.
by/rosie jane’s Every Day Body collection features self-care essentials. [Photo courtesy of by/rosie jane]
How do you come up with the names for your fragrances?
Everything starts with people and memories. The characters in my life — friends, family, etc., — all spark ideas. If a scent reminds me of someone or a moment with them, that’s usually where the name comes from.
For our Every Day Body collection, I lean into the way these products make you feel. The name has to match the mood the product evokes: Wake, Calm, and Chill.
Where are your products sold?
Find us on our website, Sephora (US, Canada, UK, ANZ), Nordstrom, Anthropologie, Revolve, Erewhon and Amazon.
Future plans for the brand?
We have two really exciting launches coming in 2026 — big ones! We’ll be teasing the details early next year, so definitely keep an eye on our social channels.
Johnson is a celebrity makeup artist and mom of three. [Photo credit: Dawn Dicarlo]
Who inspires you?
I’m endlessly inspired by how scent connects to memory and emotion — the way one whiff can take you right back to a person, a place or a feeling. The people closest to me are my biggest creative inspiration.
Secret to success?
Be patient and relentless — truly. That’s the whole thing. You have to stick with it, even when it’s messy or slow or nothing is going your way. Stay flexible, stay driven and keep showing up. Don’t quit when it gets hard; that’s usually the moment right before something shifts. It’s persistence over everything.
Beauty secrets?
Keep your routine simple and consistent. Fresh skin, hydrated lips, brushed brows, and a fragrance you love — that’s my whole philosophy.
Wellness tips?
Do the things that genuinely lift your mood, even if they’re not the “perfect” wellness choices every time. And carve out quiet moments for yourself: take a solo drive with no noise, or curl up with a book. Small resets are everything.
Best advice?
Make your own money and trust your instincts.
How do you like to relax?
Honestly? TV marathons on the couch. Give me a show to binge and a few uninterrupted hours and I’m in heaven.
For more information, visit by/rosie jane’s website and follow on Instagram: @byrosiejane
[Images courtesy of by/rosie jane]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk