The fragrance section at Isetan Shinjuku will undergo a complete refresh and reopen on October 23rd.


The new sales floor will feature new brands opening in Japan for the first time, as well as a full selection of home fragrances and care fragrance items. The store will also introduce counseling tools and offer personalized services such as gift wrapping, further evolving into a store that goes beyond simply wearing fragrances to support a "life with fragrance."

This time, our editorial team recommends noteworthy brands divided into four categories. Take a "fragrance trip" to discover your perfect scent!!

New Japan-Made Fragrances to Watch Out For

"TOBALI TWILIGHT ROMANCE EAU DE PARFUM" (50ml/¥13,200)
TOBALI expresses the "hidden beauty" of Japanese people through its fragrance. "TOBALI TWILIGHT ROMANCE EAU DE PARFUM," available exclusively at Isetan Shinjuku, is a Japonisme floral woody fragrance that stirs the heart like a faint romance.




"Shiro Perfume SPICE OF LIFE" (100ml/¥16,500)
Relaunched this fall, Shiro's exclusive fragrance line, "Shiro Perfume," offers a fresh approach to fragrances, completely free of water and made with distilled water from Kitou Yuzu citrus fruit from Tokushima Prefecture and Ezo Yomogi mugwort from Hokkaido. The fragrances, woven from 12 stories born from the memories of perfumers from around the world, are international and genderless, powerfully enhancing the wearer's individuality.

An ethically-minded fragrance for today's times

"Rose Fire Eau de Parfum" (100ml/¥23,100)
HERMETICA, the French brand behind the revolutionary alcohol-free perfume, has made its debut in Japan. Its cruelty-free nature and stylish green bottle, crafted from recycled glass and sand, have also garnered attention. Of the 13 fragrances available for pre-sale at Isetan Shinjuku, the one we particularly recommend is "Rose Fire Eau de Parfum," which features rose absolute in exquisite harmony with fruit and amber.



"Ansucien Eau de Parfum" (100ml/¥13,750)
Also making its Japanese debut, Parfums de La Bastide, born in Provence, southern France, produces environmentally friendly fragrances free of preservatives, dyes, and UV diffusers, produced in limited quantities by local artisans. Ansucien Eau de Parfum is a refreshing and joyful fragrance reminiscent of delicate, freshly fallen flower petals. It exudes the brightness of pink champagne.

Home Fragrance to Enjoy at Home

Diptyque, synonymous with scented candles, is a pioneer in this field. The "Fragrance Candle 34 Boulevard Saint-Germain," housed in a ceramic pot, is a signature item that boasts enduring popularity thanks to its refreshing green scent that evokes the freshness of nature. The refreshed sales floor will feature an "Artist Box," an experience tool designed around the theme of a painter's palette.



"Lime Basil & Mandarin Scent Surround™ Diffuser" (165ml/¥13,200)
Also undergoing a refreshed reopening is Jo Malone London, popular for its extensive home collection. The newly redesigned boutique will feature an interactive fragrance tester that allows you to experience "fragrance combining," a technique known as "layering scents." This will be the first time it's been offered in Japan. When choosing a gift, the Lime Basil & Mandarin Scent Surround™ Diffuser is a top choice, boasting the citrus scent of lime carried on a Caribbean breeze, accented with pungent basil and mellow white thyme.

Part Fragrance: Easily Incorporate Fragrance

"Hair Perfume 1996" (75ml/¥8,800), "Rinse-Free Hand Wash Tulipmania" (30ml/¥4,180)
Byredo, known for its strong ties to fashion and art, is currently in the spotlight. While care items like hand wash and hand cream are a given, the highlight this time is the limited-edition "Hair Perfume 1996." The deep green top notes lead you to a floral scent, followed by sensual leather and patchouli, followed by a vanilla base.



"Le Rouge Parfum" (¥6,820 each)
"Le Rouge Parfum" is a "fragrant lip color" from the perfume brand KILIAN. This collection of 12 lipsticks, available in two finishes (satin and matte) and six shades each, offers plenty of fun to choose from. The sweet scents of neroli and vanilla will melt your soul.



In advance of the refreshed reopening of its fragrance department, Isetan will be holding a fragrance festival, "Isetan Salon de Parfum," for four days from October 20th to 23rd in the event hall on the 6th floor of the main building. In addition to displaying venue-exclusive and advance products that can only be found here, the event will also offer a fragrance counseling service that transcends brand boundaries, a first for the company. Don't miss this opportunity to see over 40 fragrance brands from around the world gathered together. Check out the official website for details!




*All prices include tax. (The consumption tax rate changed on October 1, 2019.)