New Fragrance Brand "Kaorie" Launches: A Self-Care Proposal Merging Perfume and Aromatherapy

ETOE Inc. (Headquarters: Adachi-ku, Tokyo; CEO: Emi Watanabe) will launch its new fragrance brand, "Kaorie," on May 27, 2026. This brand proposes "fragrances for self-conditioning" as a new type of scent born between perfume and aromatherapy.

### Market Background

In recent years, the fragrance market has shown growth across various sectors. According to the Ministry of Economy, Trade and Industry (METI) statistics, perfume and eau de cologne sales in 2024 reached 9.4 billion yen, marking a record high for the third consecutive year. This is believed to be due to increasing attention not only on scents used to impress others but also on those used for self-care, similar to aromatherapy. According to the Japan Aromatherapy Environmental Association (AEAJ), the 2024 aroma-related market reached 419.3 billion yen, showing an expanding trend.

With the rise of dual-income households and advancements in information technology, women often balance multiple roles in work, housework, and childcare. Against this backdrop, ETOE has focused on "scent as self-care" to help women quickly switch moods and realign themselves during their busy daily routines. Olfaction is said to be the sense most deeply connected to emotion and memory. Scents are gaining attention for their ability to instantaneously change one's mood and lead the mind to a positive state. Consequently, the company developed a new self-care fragrance born between perfume and aromatherapy.

### Brand Concept

"A scent born between perfume and aromatherapy."

Kaorie represents the brilliance of perfume combined with the comfort of aromatherapy. It proposes scents tailored to the daily lives of working women, helping them achieve the desired mindset for the moment. The brand aims to offer a new habit of switching moods and living authentically, rather than just leaving a strong impression.

Furthermore, the packaging incorporates parts of famous paintings to express a worldview corresponding to each scent. Under the theme of a "Museum of Scent," the brand aims to deliver fragrance as an "art experience."

### Development Background

ETOE has previously designed underwear and innerwear—invisible values like beauty and comfort that stay close to the heart. As an extension of this, the company turned its attention to the "sense of smell," which influences moods and emotions. Kaorie was developed not just for external impressions but as a product to realign one's internal sensations.

### Product Overview

- Natural fragrance design based on natural essential oils with a soft scent profile. - A lineup of 5 varieties to suit different scenes of the day (3 Natural Fragrances, 2 Intimate Fragrances). - Alcohol-free formulation for skin-friendly use.

**Natural Fragrance (Natural Essential Oils, Bio-ethanol used)** Price: 9,900 yen each (tax included)

**Secret Rose Garden** An elegant and calm floral scent that evokes natural beauty without being overly flamboyant.

- **Notes** - TOP: Magnolia, White Tea - MIDDLE: Rose - LAST: Ambrette Seed

- **Image** A scent like being surrounded by quietly blooming flowers wrapped in morning dew. A private rose garden bathed in soft morning light.

- **Fragrance Description** A transparent floral note followed by a gentle rose lingering. The clear airiness of white tea overlaps with fresh rose, while the soft residue of ambrette seed quietly stays close to the skin.

- **Recommended Scenes** When you want to feel gentle and calm, or when you want to wear a natural and elegant impression.

**Chandelier Grace** A scent like layers of noble flowers.

- **Notes** - TOP: Black Pepper - MIDDLE: Ylang-ylang...