Our standard
No hidden ingredients. Transparent. Intentional. Luxury.
We question every wax, every fragrance blend, every diffuser base and every ingredient before it enters our collection. We tell you what we leave out. We explain why it matters. Because you should not have to choose between the atmosphere you love and the wellbeing you care about.
The House of Intent standard
01 — Created without CMR substances. Carcinogenic, mutagenic or reproductive-toxic — linked to cancer, genetic mutation and reproductive harm.
02 — No parabens or phthalates. The preservatives and fragrance-stabilisers we chose to leave out.
03 — No silicones or PEGs. No role in a fragrance you breathe. So they are not in ours.
04 — No paraffin wax. Our candles are poured in plant-based coconut and rapeseed wax, with a lead-free cotton wick.
05 — Diffuser base with no hazard classification. Zero VOCs. Vegan. GMO-free. Nothing in it that needs a warning label.
06 — Nothing hidden behind “parfum”. Vegan and cruelty-free throughout, hand-poured in small batches in Essex.
Questions, answered
What does “CMR-free” actually mean?
CMR stands for Carcinogenic, Mutagenic, or toxic to Reproduction — meaning substances linked to cancer, DNA mutation, and reproductive harm. In the skincare and cosmetics industry, CMR ingredients are automatically and strictly banned because they touch your skin. Shockingly, the home fragrance industry does not share the same strict laws. Mainstream regulations only enforce rolling bans on individual compounds after years of damage is done, allowing luxury brands to legally burn toxic chemicals in your home air. We refuse to wait for the law to catch up. We enforce a blanket ban on all CMR substances from day one. If a compound is flagged as a CMR, it never enters our workshop.
Why is “parfum” on a label a problem?
Because it is a legal masking term. Trade secret laws allow companies to list “parfum” or “fragrance” as a single ingredient, effectively hiding a proprietary cocktail of up to hundreds of synthetic chemicals — including hidden phthalates and endocrine disruptors. You have a right to know what you are breathing into your home. We bypass the loophole entirely by mapping out every clean-formulated scent component transparently.
Are your diffusers and candles pet-friendly?
Yes, by conscious design. Many pure essential oils commonly used in home fragrance are highly toxic to cats and dogs when diffused into the air or burned nearby. This is exactly why we choose to use meticulously clean, premium fragrance oils in our current reed diffusers — formulating them to be completely safe for your pets to live around. Furthermore, we are currently in development and will be launching a dedicated line of fully pet-friendly clean candles very soon.
What is paraffin wax, and why don’t you use it?
Paraffin wax is a non-renewable, cheap byproduct of the crude oil refining industry. When you light a paraffin candle, it releases a toxic soot into your indoor air that behaves exactly like diesel exhaust inside your living room. Burning paraffin releases known carcinogens — specifically benzene and toluene — into your home environment. We reject petroleum bases completely, opting for a clean, slow, and soot-free burn.
Why don’t you use soy wax?
While soy wax is marketed as an eco-friendly option, its global supply chain is fundamentally broken. Industrial soy production is a leading driver of mass deforestation in South America, destroying vital ecosystems like the Amazon and Cerrado. These international monoculture soy crops are heavily genetically modified (GMO) and sprayed with hazardous pesticides that damage local workers and waterways. To ensure absolute environmental integrity, we use a superior, premium blend of natural coconut and rapeseed wax — 100% non-GMO, zero soy, and responsibly sourced from the UK and Europe.
Is your diffuser base really free of a hazard warning?
Yes. Traditional reed diffusers rely on harsh petrochemical solvents which are highly volatile and force brands to plaster industrial hazard symbols all over their packaging. We use a non-hazardous, high-performance diffuser base engineered to offer a strong, consistent fragrance throw without the regulatory headaches. Completely GMO-free and VOC-free, our base carries no hazardous classification of its own. It delivers excellent solubility, smooth wicking behaviour in both natural and synthetic reeds, and is fully vegan-friendly and phthalate-free.
