- In January 2024, Febreze, a Procter & Gamble brand, revealed its third annual "Scent of the Year" as Romance & Desire, a fragrance blending pink rose petals and Champagne. This scent is designed to evoke intimacy and connection, available in various product formats. It aims to meet the growing consumer demand for emotional and sensory experiences in home fragrances. The launch is expected to strengthen Febreze's position in the competitive home fragrance market, offering a product that resonates with current societal trends of connection and well-being
- In May 2023, doTERRA officially inaugurated its Terra Roza rose distillery in Shipka, Bulgaria, marking a significant milestone in its sustainable sourcing efforts. This facility, an extension of the Esseterre operation, focuses on producing high-quality rose essential oil and rose hydrosol from the renowned Rosa Damascena. The distillery has already created 3,000 jobs and positively impacted 8,000 lives in the region through ethical and sustainable sourcing practices. The Terra Roza distillery operates seasonally, with rose petals harvested in May or June, distilled on the same day to preserve their delicate aroma and therapeutic properties. This initiative underscores doTERRA's commitment to ethical sourcing and community development in Bulgaria's Valley of the Roses
