Founder Story


Greta Fitz is the Founder and CEO of Ascention Beauty Co, the first self-care fragrance collection that's on a mission to help you discover your best-self through the proven power of aromatherapy inspired fragrance and the ancient healing energy of crystals together in rituals that work to condition a positive mindset of self-love and self-belief.

With over two decades of experience building and growing brands at L'Oreal, Coty and Shiseido, as well as disrupting the fragrance industry with the creation of Clean Reserve, Greta has now coupled her personal and professional experience with her passion, creating a whole new beauty category that she calls “Spiritual Luxury.”

When unexpectedly faced with a serious health scare, Greta turned to aromatherapy, crystals and rituals to condition her positive mindset and healing, ultimately improving her life for the better. Realizing she couldn't find a luxurious offering that did the same, she decided to create her own to help inspire and empower others on their unique wellness journeys. 

Greta's intention is to bring awareness and insight on the importance of a clean mind in order to live a healthy, balanced and abundant life and the use of scent to manage our stress levels through the daily obstacles that life throws at us, so that we can follow our bliss through our fears and F.L.Y (first love yourself).