As EU Head of Fragrance, I led the olfactive transformation of Ecover—creating a new fragrance and naming strategy for the core brand relaunch, which contributed to a 20% increase in base ROS within laundry. I pioneered the use of upcycled ingredients with the launch of Too Good to Waste dish soap, using apple waste as a fragrance raw material and partnering with suppliers to define measurable, meaningful standards for upcycled scent innovation.