For a long time, I thought growth meant more. More formulas. More launches. More choices. More things on the shelf.
At one point, the Wild Roses collection had grown to nearly eighty products. There was something beautiful about that abundance. It represented years of curiosity, formulation, herbal study and making things with my hands.
But eventually, abundance began to feel like noise. And somewhere along the way, I changed too.
Wild Roses began in 2014, at a very different time in my life. Over the twelve years since, this business has grown alongside me through motherhood, enormous seasons of growth, uncertainty, rebuilding and more than a few complete reinventions of my own life.
For years, I operated from the belief that I could hold everything. Eventually, I realized I didn't want to.
There is a particular kind of wisdom that comes from knowing what is worth carrying and what isn't. That realization became the beginning of this new era of Wild Roses.
Fewer, better things. The new apothecary isn't about becoming bigger, it's about becoming more intentional.
Instead of asking what else could we make?, I started asking these questions that changed everything:
- What deserves to remain?
- What formulas do women actually reach for again and again?
- What rituals genuinely make a difference?
- What ingredients have earned their place?
- What could we make exceptionally well instead of simply making more?
And so, the collection became smaller. The formulas became more considered. The packaging became quieter and more refined. And the entire brand began to feel like the woman I had become rather than the woman who first created it twelve years ago.
Softness became part of the strategy, because there were years when survival mode was the only mode I knew. Two babies under two, a global pandemic, a rapidly growing company, another company being built alongside it, a lawsuit, a divorce, motherhood, leadership, reinvention.
For a long time, productivity felt like safety. If I could just keep moving, keep building, keep holding everything together, everything would be okay. Eventually, I learned that a well-nourished life cannot be built entirely from endurance, and neither can a well-nourished business. This version of Wild Roses had to be created differently. More slowly. More deliberately.
With enough space to ask whether something was actually beautiful, useful and meaningful before adding it to the world. Rooted, but refined.
The heart of Wild Roses hasn't changed. We are still deeply rooted in plants, in herbalism, in oils slowly infused with botanicals, in flowers steeping in water. In old world apothecary traditions and the quiet intelligence of the natural world.
But rooted doesn't need to be rustic - the new Wild Roses lives somewhere between the apothecary and the vanity.
Herbal formulas can be sophisticated. Botanical skincare can be sensorial. Something made with reverence for traditional plant knowledge can still feel beautiful sitting beside your favourite perfume.
That intersection between herbalism and modern beauty is where Wild Roses has always belonged. We're simply expressing it more clearly now.
A well-nourished woman doesn't need more, she needs fewer things that truly support her.
A beautiful oil she reaches for every night. A tea she makes without thinking. A cleanser that turns washing her face into a small moment of coming home to herself. A few rituals that make ordinary life feel cared for. That idea became the compass for everything we're creating now. Fewer things, made beautifully, formulated thoughtfully, created to earn a place in your life.
Welcome to the new Wild Roses.