At its stores, consumers can choose from “dozens of seasonal scents”, which would then be blended by a fragrance advisor on-site based on individual preferences.
According to the custom-made fragrance brand and retailer, there are over 110,430,000 possible scent combinations, and therefore, the final product will be a one-of-a-kind fragrance that is unique to each consumer.
Fragrance Project Co Ltd, which operates MY ONLY FRAGRANCE, has found that the number of people visiting the stores to make their own fragrance in early July (July 1 to 14) had increased significantly, compared to the same period last year.
In particular, there has been a marked increase in the number of male consumers shopping alone, which is about five times higher than the previous year, while there are about 2.5 times more female customers visiting the stores on their own.
“In 2024, paired experiences were the norm, but in 2025, there has been an increase in solo visitors who are searching for a personalised scent.
“Fragrance is becoming established as a means of self-expression and self-care, with the culture of incorporating fragrance as a part of daily life becoming more widespread. This suggests that the purposes and styles of fragrance creation are also getting more diverse and commonplace,” the brand said.
Experiencing scents more freely and personally
MY ONLY FRAGRANCE aims to address the evolving consumer attitude and expanding customer base by opening more stores.
It grew from four outlets in the first half of 2024 to 10 in 2025, and currently runs a total of 11 stores across Japan — specifically six in Kyoto, three in Tokyo, one in Nagoya, and one in Yokohama.
“Our stores are located in tourist destinations, urban areas, and commercial facilities, allowing us to cater to a wide range of consumers of all ages and for a variety of reasons. The increase in customers coming to the store to make their own fragrance is a sign that awareness of our brand is growing.
“More and more people are choosing fragrances not just as something to gift others or for special occasions, but as a way to ‘get their life in order’ on a daily basis.
“Based on the concept of ‘Fragrance should be freer’, MY ONLY FRAGRANCE will continue to expand our stores and services as a place where anyone can discover their own personal scent, regardless of gender, age or lifestyle.”
