Sana Jardin

Sana Jardin is a London-based luxury fragrance house founded in 2017 [8]. It makes perfumes and scented candles built around natural essential oils, and it ties its business to a social mission: economically supporting the women who harvest flowers for the perfume industry. The company describes itself as a sustainable, socially conscious brand that treats commerce, rather than charity, as the route to lasting change.

The house was created by a former social worker who spent years in the non-profit sector before turning to entrepreneurship. Its products are sold through a wide network of department stores and beauty retailers, and its supply-chain program in Morocco has become the brand's defining feature.

Sana Jardin was founded by Amy Christiansen, who worked for many years in the non-profit sector before starting the company. Editorial sources and some of the brand's own materials give her full married name as Amy Christiansen Si-Ahmed [11], while pages on the company's own website refer to her simply as Amy Christiansen [3]; both names describe the same founder.

Before founding the brand she worked as a direct-practice social worker in Chicago, later moving into foundation and non-profit work with organisations including The Robin Hood Foundation and The Cherie Blair Foundation. That background shaped the company's premise. As she has put it, she "long thought business can be a vehicle for social change" and saw luxury perfume "as the opportunity to economically empower women hidden at the bottom of the supply chain, through commerce not charity." The house debuted in 2017, with its launch tied to a presence at Harrods.

The brand positions itself at the intersection of luxury fragrance and social impact. Its stated mission is to "harness the alchemy of energy through the highest quality, natural ingredients, and luxurious scents," and it summarises its values as honest, pure and empowering.

Alongside the social mission, Sana Jardin promotes a concept it calls "flower healing" — the idea that scent and essential oils can influence mood and wellbeing. The company frames fragrance as capable of a "powerful effect on our well-being and emotions," drawing on the work of an energy therapist in its editorial material. The perfumes themselves are made with a high concentration of natural essential oils, reported at 15 to 20 percent [9].

Sana Jardin's range centres on eaux de parfum and scented candles. Recurring materials across its fragrances include Moroccan orange blossom, neroli, jasmine, patchouli, musk and sandalwood.

Its perfumes were developed with Carlos Benaim, an IFF master perfumer known for work with houses including Yves Saint Laurent and Prada [6]. Named fragrances include Berber Blonde (orange blossom, neroli and musk), Savage Jasmine, Celestial Patchouli and Sandalwood Temple. Revolution de la Fleur was created as a tribute to the 2017 women's marches [7]. Tiger by Her Side has drawn the most editorial attention; Marie Claire UK described it as "probably the most popular Sana Jardin perfume among beauty editors" [8].

The company states that its fragrances and candles are formulated to be vegan and cruelty-free, and free of ingredients such as parabens, phthalates, artificial colourants and formaldehydes. It also emphasises packaging choices, saying its bottles use 30 percent recycled glass — which it calls "one of the highest percentages in the industry" — and that its boxes are fully recyclable paper [7]. No third-party B Corp or cruelty-free certification was identified in the company's materials or in the editorial coverage reviewed.

The brand's central initiative is what it calls its "Beyond Sustainability" model, a circular-economy approach it applies in Morocco's flower-growing regions. Working with local Amazigh women, the company teaches harvesters to upcycle the waste left over from perfume production into their own goods, such as orange blossom water and scented candles, which they sell locally while keeping 100 percent of the profits.

The Sana Jardin Cooperative was established in Tiddas, Morocco, in 2017 by local female flower harvesters. According to the founder, the aim was to help the women become micro-entrepreneurs with year-round income rather than one-off charitable support. In an interview, the company reported that the founding cooperative's members saw a 250 percent increase in income after six months of operation [9]. The company also ties its work to the United Nations Sustainable Development Goals covering gender equality, economic growth and responsible production.

In 2024 the brand launched the Sana Jardin Accelerator Program in partnership with Nest, a global artisan NGO; its first cohort of five cooperatives received training and grants [4].

Sana Jardin has been profiled by several beauty and lifestyle publications. Country & Town House featured founder Amy Christiansen in a 2021 "Green Heroes" piece on the brand's circular-economy model, and Cult Beauty ran a "Meet the Founder" feature on its Beyond Sustainability work. TheIndustry.beauty published an interview with Christiansen in 2022, and Marie Claire UK reviewed the perfume line, singling out Tiger by Her Side and Celestial Patchouli.

Sana Jardin is an active, growing business. It reported distribution at more than 120 retailers worldwide, including Harrods, Liberty, Net-a-Porter, Harvey Nichols, Selfridges and Cult Beauty [9], and its most recent documented milestone is the 2024 launch of its accelerator program with Nest. The company operates both UK and US websites and is sold in several Nordic markets.