CLEAN launched in 2003 with a single scent: a soapy fragrance that defied traditional perfumes with its simple appeal. Crisp and original, the fresh-from-the-shower scent offered women a chic alternative to heavy or complex perfumes.

Launched by its creator Randi Shinder under New-York based Fusion Brands, the “non-perfume” caught on quickly. Shinder lacked a cosmetics background, but the young entrepreneur made up for it with vision. She was obsessed with scents, yet hated the department store perfumes that she felt smelled too similar and strong. Shinder also had business know-how, having created the successful online loyalty program Youtopia in 1998.

Shinder’s vision grew quickly on the new terrain. In 2003, she received Women’s Wear Daily’s “Company Newcomer of the Year” award. Following her inspiration for honest scents, Shinder added unique variations such as Fresh Laundry, Outdoor Shower, Cotton T-Shirt and a scent for men. The evocative fragrances won over fans who, like Shinder, wanted to feel fresh but never overpowered. CLEAN’s popularity grew. By 2010, it ranked it among the top ten perfume brands on the shelves of national cosmetics retailer Sephora.

Shinder has won numerous awards for her fragrances and business savvy. In 2007, she won Ernst and Young’s “Entrepreneur of the Year” award for leadership. That same year, Cosmopolitan magazine gave her their Fun Fearless Female award. In 2013, Shinder was inducted into the Worldwide Who’s Who membership, an award granted to business leaders who show excellence and dedication.

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