New Fragrance Brand 'Soredokono Fragrance' Expands Retail Presence Following Strong Debut

Noru Corporation, headquartered in Chofu, Tokyo, officially launched its fragrance brand 'Soredokono Fragrance' (SoreFure) in May 2026, pursuing an 'absolute scent' designed to express one's individuality and move the heart.

Ahead of the general nationwide release, the pre-launch of their eau de toilette at @cosme stores (33 locations) and their own e-commerce sites starting May 1 (Friday) recorded performance that exceeded the company's expectations.

In response to this, the company will begin sequential general sales of their eau de toilette (7 scents, 2,750 yen including tax each) starting in early July.

Buoyed by the significant response in-store, the brand plans to accelerate its growth by significantly increasing its number of retail locations, primarily targeting variety shops nationwide from this summer onwards.

Breakthrough from Zero Awareness: The Secret Behind the 'Real Word-of-Mouth' Success

Although 'SoreFure' had zero market awareness at launch, it has continued to perform very well among trend-conscious users, starting with the pre-launch sales at @cosme and on their own e-commerce platforms.

Instead of massive advertising exposure, the brand is receiving a continuous stream of high-passion, genuine word-of-mouth reviews, such as: 'I loved the scent of the tester so much I bought it immediately!'

[Excerpts of Real Word-of-Mouth from In-Store Users]

'I bought it immediately because I loved the scent of the tester!' The scent is not too overpowering and is very pleasant. Since I don't wear perfume every day, I'm happy with the size that I can actually finish and its portability. There are many variations, so I want to try other scents too!

'A new product I just happened to find. The sample bottle was already empty.' I discovered it by chance while browsing various shops. The standard 'White Whisper' only had two left, and the popularity was such that the sample bottle was completely empty. With its refreshing savon-based scent, the story of 'White Whisper' certainly fits perfectly. I asked them to set it aside for me on the spot.

'A gentle, wonderful scent. A crowd-pleaser and great value for money!' It's a size that's easy to carry around. I think it's a scent that would be liked by anyone. The price is reasonable, and I think it's great value.

A New Experience: 'Reading Scent' - Imagining Fragrance from Words

'SoreFure' proposes a new way to enjoy fragrance that refreshes conventional image-based marketing. The brand is built on the concept of 'fragrance born from designing scent through words (text) rather than sensations.' The core experience is allowing users to imagine the scent by reading the words written on the packaging and bottles.

These fragrance stories poetically capture everyday emotions, such as 'the quiet air when a white breath dissipates' or 'the moment light hits the lakeshore in the morning.'

This act of 'reading scent from words' is designed to be enjoyed through all five senses. It delivers a luxurious moment not just of wearing a fragrance, but of engaging with scent while unraveling the words.

Fragrance | Product Overview

[The Perfume That Makes People Ask, 'Where Did You Get That?']

Pre-launch Date: Starting May 1 (Friday) *Available at @cosme stores nationwide and online (Rakuten, Amazon)

General Launch (Scheduled): Starting sequentially in early July

Price: 2,750 yen each (including tax)

Content: 10mL

Features: Portable stick-type size. Spray 2-3 times on wrists, neck, or other desired areas.

7 Scents with Delicate Nuances to Match Moods and Scenes

A key feature of 'SoreFure' perfumes is that they are not just classified by scent family, but each fragrance has its own unique 'fragrance story.' We deliver a world of 'scent' unraveled from 'words.'

White Whisper [The Go-To Choice] White breath dissipates, and the air around her clears quietly. Someone passing by turns around for no reason. A quiet presence gently envelops the person.

Urban Clear [The Shortest Distance to Cleanliness] In the middle of the crowd, I take off my headphones and stop. The presence of someone walking towards me quietly shakes the air as we pass. Without exchanging voices or words, the world looks clear for just an instant. A moment when my heart settles in the gaps of the city's hustle and bustle.

Blue Riven [The Embrace of Woody Notes and Temperature] On the profile of the person walking through the wet city, only a deep, clear silence drifts. In the instant when sharpness and shadows overlap, my gaze is drawn for no reason. A deep blue presence that gently wraps one in 'quiet sexiness.'

Fleur Mirage [Transparent Sweetness Slipping into the Depths of the Heart] The continuation of a night where I couldn't sleep well.