Beauty Boss: Greta Fitz, Founder and CEO of Ascention
Greta Fitz.
Our latest Beauty Boss is Greta Fitz, Founder and CEO of Ascention—a self-care fragrance collection that combines the power of aromatherapy with the ancient healing energy of crystals to help you discover your best self. When faced with a serious health scare, Fitz turned to aromatherapy, crystals, and rituals, which helped her heal and condition her positive mindset. This inspired her to create her own luxurious offerings that would help empower and inspire others embarking on their own wellness journeys.
Fitz spent more than two decades building and growing brands at companies such as L’Oreal, Coty and Shiseido, and disrupted the fragrance industry with the creation of Clean Reserve. With her extensive professional and personal experience, her focus now is on creating a whole new beauty category that she refers to as “Spiritual Luxury.”
We chatted with Fitz, who shared more about the inspiration behind Ascention, beauty and wellness tips, best advice, and more.
When was Ascention founded and what’s the meaning behind the name?
It was founded in 2018. The name means to rise to a higher state of being with scent.
What inspired the creation of the brand?
I never realized how powerful the mind is until I let stress almost kill me. I never knew how to clean my mind until my doctor removed a pre-cancerous polyp from my colon three years ago and told me to remove myself from anything stressful. After doing much research, I went back to my spiritual roots and gravitated towards aromatherapy, crystals, and rituals to help me release toxicity from my mind. It was so powerful in my healing journey.
I noticed a change in my skin, my hair wasn’t falling out anymore, and my energy levels were up. I knew I was onto something when I saw that many people were searching for healing holistic remedies for self-care, self-love, stress, love, peace, detox, and prosperity, which synchronistically were the rituals that I created for myself that worked and continue to work. So I chose love over fear and created Ascention.
Does Ascention have a hero product?
As of right now our hero product is our Spiritual Fragrance Flight. I love this set because it really is a boarding pass to discover your best self. You can smell each of the fragrances from the line and the one that speaks to you is the one that you need. I wrote a custom mantra to clean your mind, open your senses to love and goodness, and to reveal how amazing you truly are.
What are your favorite scents from the brand?
Oh, that’s like asking me which is my favorite child! It depends on the day—some days I need peace and balance, so I’m all about ASCENT TO PEACE, other days and most of the time it’s ASCENT TO DETOX, because I’m an empath and I feel all energy so sometimes I absorb it.
Where are Ascention products sold?
On our website.
Ascention Spiritual Fragrance Flight ($29) is a luxurious self-care gift set featuring five clean, non-toxic fragrances that combine ritual, mantra and the senses to help one reveal their best self.
Future plans for the brand?
We are so excited to launch the ritual bottles in Spring 2020. They have a double-patented bottle design, which allows you to smudge the energy of the crystal and fragrance and imprint your intention into it. It’s a whole new level of personalization. You set your intention with the power of your scent in the morning, and it forms a memory and impression in your mind. So as you go about your day, then you spray your fragrance when you need to be reminded of your intention, especially when obstacles, bumps, and bruises come your way. The fragrances are non toxic, cruelty-free, vegan, and mindfully made.
Who inspires you?
Right now, my Peloton instructors: Jess King, Robin Arzon, and Ally Love. They are my spirit animals. When I’m hitting a wall, need to de-stress or need a moment of self-care, I hop on the bike and their wisdom and words of encouragement inspire me to keep going—sometimes i don’t know whether it’s sweat or tears running down my face. It’s beyond cathartic; it’s therapeutic and they have helped me keep going in the face of fear. I’m beyond grateful to them for this.
Secret to success?
Success to me isn’t about hitting hallmark milestones. True success is getting up from falling down with grace and dignity, looking for the lessons, and realizing that the hardships are lessons in disguise to teach you, to help you pivot, and to protect you. Rising from the ashes with a smile of gratitude and moving forward is the secret to success.
Beauty secrets?
See and do things through the eyes of love, and your soul will shine through and your aura will show it. No amount of makeup can achieve that look.
Wellness tips?
Take the time to clean your mind often. Listen to your body—it’s an amazing machine that is actually taking care of you. If something hurts or doesn’t feel right, chances are you may have an energy blockage in your chakras, which leads to inflammation. No amount of medication will ever get to the root cause if you don’t work on yourself. And it all starts with a clean mind.
Best advice?
Follow your bliss. Whatever scares you the most but brings you ultimate happiness and joy is your destiny. Find a way to achieve it one step at a time and the universe will open paths for you and help you attract those that will help and teach you to achieve your destiny. Your destiny is on the other side of fear, so always choose love.
For more information, visit ascentionbeautyco.com and follow them on Instagram: @ascentionbeautyco
[Images courtesy of Ascention]
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