Good Juju is a beautifully considered Canadian brand on a mission to remove plastic from our homes — from personal care to laundry. With solid-format shampoo bars, conditioners, body care and laundry strips, their range combines sustainability with everyday performance. I partnered with the team at the early stages of fragrance development — helping them identify fragrance houses aligned with their values, supporting their understanding of naturals and the meaning of “clean” in fragrance, and shaping a brief that could capture their ethos through scent.