As Japanese, we desire limitless stimulation and excitement, as we rapidly absorb and amplify trends from around the world, lining the sky with skyscrapers, with everything operating in coordinated regulation. On the other hand, we also have traditional aesthetic sensibilities such as “Zen”, “Fuzei” and “Wabi-sabi” speaking within us - mental virtues providing stability to the heart that are a fundamental part of our DNA. For those of us living in these modern times, the general view is that “appeal” should be easy to understand and represented logically, but our ancestors had a culture of valuing the beauty that appears when appeal is purposefully hidden inside.
A contemporary fragrance house that charms with hidden beauty and celebrates Japonsim through a creative and avant-gard asthetic that exists within the DNA of the Japanese living in these modern times.
Hidden Beauty has the appeal of bringing creativity to knowledge and stimulating new thoughts. Every fragrance has a base of Hidden Japonsim 834 which is an ancient and sacraed formula centered around Agarwood.
All the boxes and bottles are white as this is considered a sacred color and most supreme color for the Japanese.