Founder Story


Greta Fitz is the Founder and CEO of Ascention Beauty Co,

the first ever self-care fragrance collection with a mission to help one discover their best-self through the proven power of scent and the ancient healing powers of crystals 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- Ascention- combining luxurious, clean fragrances, crystals and rituals to olfactively condition positive behaviors of self-belief and self-love.