Jennifer McKay Newton CEO and Founder of DefineMe Fragrance


DefineMe is a visionary fragrance company founded by Jennifer McKay Newton with a clear mission: to empower self-worth and confidence through scent. The journey began when Jennifer witnessed her daughter's struggles and recognized similar challenges within herself and others. This inspired her to create a brand that would make a positive difference in people's lives.

At DefineMe, we call our scent notes a "scent wave" because they encapsulate the dynamic experience of fragrance discovery. Inspired by our founder Jennifer's sensory journey, the notes of the fragrance unfold like a wave, revealing the layers in a fluid transition from one note to the next. This concept captures the motion and depth inherent in our fragrances, inviting you to immerse yourself in the unfolding story of the scent you're smelling.

What sets us apart is our unwavering commitment to conscious beauty practices. We firmly believe in using only natural, organic, and toxic-free ingredients in our fragrances and products, aligning with the values of customers who prioritize sustainability and ethical choices. We want our customers to feel good about the products they use and the impact they have on themselves and the environment.

Ethics and compassion are at the core of our brand. We are proud to be cruelty-free and vegan, ensuring that no animals are harmed in the production of our fragrances, home, and bath and body products. Additionally, we take sustainability seriously by incorporating sustainable packaging materials to minimize our environmental footprint. By embracing local manufacturing in California, we not only support our community but also reduce transportation-related carbon emissions.

But our dedication doesn't stop there. We are driven by a strong commitment to social impact. Since 2016, we have proudly supported She's The First, a remarkable nonprofit organization dedicated to combating gender inequality by providing assistance to girls in underprivileged areas, enabling them to become the first in their families to graduate from high school. We wholeheartedly believe in the incredible work led by Tammy Tibbets and her team, and as part of our commitment, we pledge a portion of our annual profits to She's The First.

We are more than just a fragrance company. We are a movement that empowers individuals, embraces conscious beauty practices, utilizes sustainable packaging, and makes a positive impact on society. By choosing DefineMe, you not only discover captivating scents but also support a brand that values self-worth, the environment, and the education of young women around the world. Join us on this inspiring journey.