I used to walk into those stores, the ones that pump fragrance through the air vents constantly, without thinking twice. Now I can't last five minutes before a headache starts building behind my eyes. I'm not broken. My nose hasn't become oversensitive. What's actually happened is the opposite: I've reduced my synthetic fragrance load enough that my body can finally detect what it was always reacting to. It just had too much competition before.
For a while I stopped wearing perfume altogether. I'd sit next to someone on the train with strong fragrance on and feel it immediately; headache, irritated eyes, that scratchy feeling at the back of the throat. I didn't want to be adding to my own load on top of that. It took me a while to find alternatives I actually loved. But I did find them; a handful of brands that use only essential oils, that smell amazing, and that don't leave me feeling worse for wearing them.
That's the thing about synthetic fragrance. You don't always know it's the problem until you remove it.
What does 'fragrance' actually mean on a label?
When you see the word 'fragrance', 'parfum', or 'aroma' on an ingredient list, you are not seeing an ingredient. You are seeing a placeholder; a legally protected trade secret that can contain anywhere from a handful to several hundred individual chemical compounds.
Fragrance formulas are proprietary. Brands are not required to disclose what's inside them — not in Australia, not in the US, not anywhere. The International Fragrance Association (IFRA) maintains a list of restricted substances, but compliance is largely self-regulated. Independent testing is not mandatory. And the standard for 'safe' is typically concentration-based, not precautionary.
Some of what commonly sits inside that one word:
- Phthalates — endocrine disruptors used to make scent last longer on skin (see the separate Phthalates guide)
- Synthetic musks — some are bioaccumulative and have been detected in human breast milk
- Benzophenone — a potential carcinogen and endocrine disruptor
- Lilial (butylphenyl methylpropional) — banned in EU leave-on products due to reproductive toxicity
- Numerous contact allergens — the EU requires 26 known fragrance allergens to be disclosed separately on labels; Australia does not
The sensitisation effect — why your reactions might be getting worse
This is the part most fragrance guides skip over, and it's important.
When you reduce your synthetic fragrance exposure over time, your body becomes better at detecting it when you encounter it. What feels like 'becoming more sensitive' is actually your nervous system doing its job more clearly. You haven't developed a new problem. You've removed enough background noise that the signal is finally getting through.
This is why I started reacting on the train, in department stores, walking past a candle shop. It wasn't that those things got stronger. It was that I got quieter. And once you understand that, you stop seeing your reactions as a weakness and start seeing them as information.
Why Kura avoids synthetic fragrance entirely
- A single word on a label can legally conceal hundreds of undisclosed chemical compounds
- Synthetic fragrance is the leading cause of contact allergy in cosmetics globally
- Phthalates used as fixatives are potent endocrine disruptors — particularly harmful during pregnancy and early childhood
- Synthetic musks accumulate in fatty tissue and have been found in breast milk
- Fragrance chemicals are volatile — they are inhaled as well as absorbed through skin, making exposure whole-body, not just topical
- There is no way for a consumer to know what is inside a proprietary fragrance blend
The name game: every way synthetic fragrance appears on an Australian label
- Fragrance
- Parfum
- Aroma
- Scent
- Natural fragrance — this one still catches people out. 'Natural' has no regulated definition in Australian cosmetics. A 'natural fragrance' can still be a complex proprietary blend with no individual disclosure required.
- Masking fragrance — added to cover the smell of other ingredients, still undisclosed
The only fragrance disclosure you can actually trust is a named botanical source — lavandula angustifolia oil, citrus aurantium bergamia peel oil, rosa damascena flower oil. If it has a Latin name, you know what it is. If it just says 'fragrance', you don't.
Where synthetic fragrance hides
This is broader than most people expect:
- Skincare and bodycare — moisturisers, serums, body wash, deodorant
- Haircare — shampoo, conditioner, styling products
- Baby products — wipes, lotions, bath wash, nappy creams
- Cleaning products — dishwashing liquid, laundry detergent, surface sprays, toilet cleaners
- Fabric softeners and dryer sheets — fragrance transfers directly to skin through clothing and bedding, all day
- Candles and air fresheners — significant airborne exposure, inhaled continuously
- Makeup — foundations, primers, setting sprays
The candles and laundry products are the ones people consistently overlook. Your skin is covered in clothing washed in fragranced detergent for sixteen hours a day. That's not a small exposure.
What to use instead
Certified organic essential oils from named botanical sources — where every component is disclosed and traceable. Genuinely fragrance-free formulas. And for the home, unscented cleaning products or those scented with named essential oils only.
For perfume specifically: there are beautiful options now. Small brands working exclusively with essential oil blends, steam-distilled botanicals, natural isolates with full disclosure. It took me a while to find them. I'll be sharing the ones I actually wear in the Kura journal.
KURA VERDICT: AVOID
One word on a label. Potentially hundreds of undisclosed chemicals. No regulatory requirement to tell you what's inside. Synthetic fragrance is our firmest red line — not because scent is bad, but because opacity is unacceptable. Your candles, your laundry detergent, and the perfume you wear every day all count. If a product can't tell you what's creating the smell, it doesn't belong in a low-tox home.
This article is for educational purposes only and does not constitute medical advice. Always consult a qualified health professional before making changes to your health or home care routine.