Brand Story

DefineMe is a female founder-led fragrance brand, created by Jennifer McKay Newton with a single conviction: that scent has the power to transform how you feel.

Jennifer launched DefineMe after witnessing firsthand how confidence and the lack of it shapes lives. Her vision was simple but powerful: create a brand that makes people feel worthy, seen, and fully themselves.

That vision lives in every product we make. Our fragrances are formulated with better for you ingredients that are toxic-free and free of BHT and phthalates. We're proudly cruelty-free and vegan, and we use sustainable packaging to minimize our environmental footprint.

At the heart of DefineMe is the butterfly, a symbol of transformation. Just as a butterfly emerges into its fullest self, we believe scent has the power to do the same for you. The right fragrance can shift your mood, your mindset, and the way you move through the world.

DefineMe is more than a fragrance brand. It's a movement, one that believes conscious beauty and genuine self-expression go hand in hand. When you choose DefineMe, you're choosing scent with intention.