As the official body and home care partner of the Montréal Roses, The Unscented Company has outfitted the team’s high-performance training facility with a complete lineup of its fragrance-free personal care products. This includes soap, shampoo, conditioner, and lotion — all designed with a minimalist, effective approach that aligns with the brand’s sustainability mission.
In addition to the facility upgrades, each player received a personalized self-care kit featuring The Unscented Company’s signature products. This thoughtful gesture underscores the brand’s philosophy: that self-care can be a powerful form of empowerment — especially for athletes breaking new ground in Canadian sports.
A Shared Mission: Empowerment, Inclusion, and Sustainability
The alignment between the two organizations is no coincidence. According to Annie Larouche, President of the Montréal Roses, the choice to work with The Unscented Company came down to more than just product quality.
“The Unscented Company was a natural fit,” said Larouche. “It’s a woman-led business with a deep commitment to sustainability and community. Their support sends a powerful message about what’s possible when purpose-driven organizations join forces.”
The partnership emphasizes mutual respect and shared goals. The Montréal Roses were founded on principles of courage, excellence, inclusion, and engagement. Likewise, The Unscented Company — a certified B Corp — lives its values through ethical production, inclusive leadership, and a transparent commitment to social and environmental responsibility.
A Milestone for Women’s Sports in Quebec
The Montréal Roses are making history as the city’s first-ever professional women’s soccer team, competing in the new Northern Super League. The team was founded in 2024 by Isabèle Chevalier and Jean-François Crevier, with a vision to elevate women’s soccer in Quebec and across Canada.
Playing out of the Centre Sportif Bois-de-Boulogne, the Roses are supported by a diverse group of founding sponsors, including Intact Insurance, Toyota Canada, Metro’s Programme Moi, Canadian Tire, and Sico, among others. Notable investors include well-known figures from the sports, arts, and business communities, such as Bruny Surin, Julie Du Page, Patrice Bernier, and Maxime Crépeau.
The team’s branding reflects Montreal’s vibrant cultural identity, with its name, colours, and logo chosen to represent diversity, strength, and unity.
Local Brand with a Global Vision
The Unscented Company, founded by Anie Rouleau in 2011 and rebranded in 2016, has become a leading voice in sustainable personal and home care. Rouleau, a prominent figure in Montreal’s entrepreneurial scene, is known for championing women in business and mentoring the next generation of purpose-driven founders.
“This project resonates with us on every level,” said Rouleau. “The Roses are turning their ambitions into reality, and the excitement for their first matches is already palpable. We feel extremely privileged to sponsor them because we believe in their potential and their vision: to elevate women’s soccer not just in Québec, but across the country and even internationally.”
She added that seeing The Unscented Company’s products become part of the team’s daily routine is a tangible way to give back.
“Our whole team has already picked up merch to go cheer on the Roses at their first home game on May 3,” Rouleau shared. “It’s more than sponsorship — it’s solidarity.”
Inspiring the Next Generation
The symbolism of this partnership extends far beyond locker rooms and stadiums. It’s about visibility, opportunity, and reshaping perceptions of what’s possible for women and girls in sport and business.
The Unscented Company’s decision to back the Montréal Roses reflects a broader cultural shift toward supporting women-led ventures — whether on the field or in the boardroom. As Rouleau noted, the partnership is also about making a difference in the lives of those watching from the sidelines.
“We’re proud to support not only these athletes, but an entire generation of young girls who will finally see themselves represented — on the field, in the stands, and in the stories yet to be written.”
Looking Ahead: Game Day and Beyond
As the Montréal Roses gear up for their inaugural season, anticipation is building across the province. Their first home game on May 3 will be more than a sporting event — it will be a celebration of progress, community, and collaboration.
For The Unscented Company, the partnership offers a meaningful way to align its brand with impact. With refillable packaging, natural formulas, and a focus on reducing plastic waste, the company continues to redefine what “clean” really means — while helping redefine the future of women’s sports in Canada.
