• Unwash Superstars
  • View all
  • Common Heir
  • Klur
  • Submission Beauty
  • Everyday Oil
  • Great Wrap
  • The Dirt Company
  • Rif Care
  • Flora Flora
  • Cove
  • Attire the Studio
  • Back
  • New Brands

    The Fragrance Brand Trying to Get the Industry to be on Ourside





    Brand Ethos




    the unwash review

    New York-based brand, Ourside is the latest fragrance house to create alluring, stand-out fragrances that are quickly becoming a crowd pleaser. Formerly known as Aspen Apothecary, Ourside is the new reiteration of the brand and is on a mission to change what the luxury fragrance space looks like with its bold design. The brand ethos revolves around the concept of exclusivity belonging to everyone as a means of self-expression, all while celebrating the diversity of the consumer. This new brand messaging is devoted to empowering the consumer and creating a more diverse environment in the luxury fragrance industry. 

    Keta felt a void in the market as her sister found herself particularly irritated by certain ingredients in luxury fragrances and knew other people were facing similar struggles. Ourside formulated their perfumes without using formaldehyde, parabens, phthalates, synthetic dyes, and more which can cause irritation or create environmental pollution. 

    “It’s really important to show that Black girls can create something of luxury for all people.” – Keta Burke-Williams, Ourside Founder

    Founder Keta Burke-Williams started the brand with a grant from Harvard University and was part of retail giant Ulta’s 2022 MUSE Accelerator Program. Keta’s passion for fragrance fueled her desire to launch Ourside, and she wanted to create a brand that was thoughtful in its formulation process. Keta took much inspiration from her mother and childhood by creating unique and eclectic scents in which everyone can find joy. Their fragrances explore the impact and intersection experienced with smell, emotions, and memories. The brand launched with three scents: Dusk, Moon Must, and Nostalgia, available in 10 and 50ml sizes. 

    Ourside is formulated and manufactured in New Jersey and New York. The brand focuses on community impact, and keeping these processes close to home was a top priority. The importance they place on community and well-being is also why the brand is cruelty-free, and Leaping Bunny certified. The primary packaging is glass and is shipped in FSC-certified packaging – Ourside is a small brand that keeps an array of factors in mind to create a big splash in the industry while maintaining a low negative environmental impact. The luxury fragrance industry needs more diversity, with typically only white-male-owned brands, and Ourside is set out to change this. Ourside celebrates diversity and creates a space where anyone can find their signature scent, hopefully inspiring other brands to share their values.


    OUI the People

    Their line is about achieving your smoothest and softest skin, yet your skin will be left feeling better from their resurfacing body serum and hydrating body products. The brand is determined only when plastic is necessary and committed to creating change in how the beauty industry faces its plastic problem. OUI the People also offers a great community impact program where purchasers can choose to donate 1% of their purchase to a non-profit organization of their choice.



    The brand’s product range focuses on nourishing and strengthening hair with people- and planet-friendly ingredients. The Aceite de Moska Scalp Oil and Guava Leave-In Conditioner are consumer favorites that leave your hair feeling soft, shiny, and restored. Ceremonia is helping its customers reclaim their beauty, embrace their hair type, and feel confident in their own skin.



    Ries is a line of TSA-size approved refillable containers retailing at $18. The bottles are crafted from post-consumer recycled plastic and created with the purpose of consistent reuse. Graham saw the plastic problem in the beauty industry and wanted to innovate how we reuse plastics. Ries puts value on the circularity of their product and hopes choices like using up-cycled materials will become more of a norm in the beauty industry.