The Rising Trend of Individual Fragrance Creation at MY ONLY FRAGRANCE

Individual Fragrance Experiences on the Rise

In recent years, the concept of creating personal fragrances has developed into a significant trend, particularly showcased by MY ONLY FRAGRANCE, a made-to-order fragrance specialty shop based in Kyoto. This innovative retailer, run by Fragrance Project Co., Ltd., has analyzed shopping patterns in early July 2025 and found a dramatic increase in customers creating fragrances alone. Compared to the same time in the previous year, visits by men seeking to craft their signature scents soared nearly five times, while women visiting for similar purposes increased by approximately 2.5 times. This highlights a shifting mindset where fragrance creation has become a common activity enjoyed independently.

Transition from Couple Experiences to Individual Exploration

Back in 2024, most customers visited the store in pairs, primarily for shared experiences. Jumping forward to 2025, the narrative has shifted towards individuals discovering their unique scents. The significant increase in solo visits, especially among men, suggests that fragrance is evolving into a means of self-care and expression, transcending traditional views of scent as merely a gift or event-based experience.

Visit Style Comparison Data (Early July 2024 vs. Early July 2025)

Visit Style	July 2024	July 2025	Growth Rate
-----	---	---	----
Women alone	13.3%	33.5%	~2.5 times
Men alone	3.8%	19.8%	~5 times

Expansion of Store Locations and Customer Base

The brand MY ONLY FRAGRANCE has ambitious plans to grow from four stores in the first half of 2024 to ten by 2025. This expansion into popular tourist locations, urban areas, and shopping centers opens the door for a more diverse age group and clientele, enhancing access to fragrance creation. The increase in solo visits suggests a greater awareness and acceptance of incorporating personal scent into one's lifestyle, showcasing the brand's recognition and the cultural adoption of scent in daily life.

Diverse Fragrance Experiences for Everyone

The experience of fragrance is no longer confined to special events or gifts shared with others; more individuals are selecting scents as essential components of their everyday routines. As this shift takes place, MY ONLY FRAGRANCE emphasizes their motto, “Fragrance can be more free.” They aim to be a place where anyone, regardless of gender, age, or lifestyle, can discover their very own unique fragrance.

About MY ONLY FRAGRANCE

MY ONLY FRAGRANCE is a pioneer in creating bespoke fragrances in Kyoto. Under the vision of “Changing the world with scent,” the brand offers a new aromatic realm where individuals can express their uniqueness through personalized fragrances. With 11 stores in total—6 in Kyoto, 1 in Nagoya, 3 in Tokyo, and 1 in Yokohama—customers can select from a myriad of pre-prepared seasonal fragrances and collaborate with experienced fragrance advisors to craft their perfect scent, directly in front of them. With over 10,000,000 possible combinations, the end product results in an entirely unique and personal fragrance, an embodiment of one’s identity.