- WA:IT perfumes and colognes:
Country:Italy
Main activity:Bath & Body
Brand website:link
Niche designer
Natural perfumery
WA:IT is a symbiosis of two cultures—Japanese and Italian—an embodiment of beauty's duality, where perceptions may differ, yet appreciation and significance remain equal. From the Italian perspective, beauty is intertwined with life and warmth; it blooms and flourishes like all living things in the summer. There is a wave of joy that overtakes us when we sit by a breathtaking Italian seaside—thinking, reflecting, feeling, and gathering new energy to embark on the creative process.
In Japan, by contrast, we cherish things precisely because they are impermanent. Much like in nature, seasons shift: some things awaken, while others fall dormant. There is an unexpected delight in sitting quietly within a sacred Japanese temple—waiting, smelling, feeling, and falling in love with the world and all its wonders.
We cannot force the seasons to change. We can only WA:IT and embrace the next cycle, wandering alongside a world that persists, absorbing all its natural beauty. WA:IT manifests this beauty through a collection of soul-soothing fragrances and skincare products, revealing one’s true inner beauty outwardly. It achieves this by uniting and balancing the inner and outer self, akin to the Japanese concept ofwa(harmony), and by stirring the senses through the act of breathing "it" in.
Wandering and waiting help us rediscover love for ourselves and come to know our true selves. This journey involves understanding our limitations and abilities, as well as fostering faith and belief in who we are. Faith honors the stillness of a moment. Just as we find ourselves by getting lost or sitting motionless, going nowhere is not about turning our backs on the world—it is about stepping away occasionally to see the world more clearly and understand it more deeply.
Wandering and WA:IT-ing are acts of universal love for life’s beauty. And life’s beauty is inherently dual, a paradox of stillness and motion.
Designer WA:IT offers 4 perfumes in its fragrance collection. As a new fragrance brand, its earliest edition was launched in 2022, with the latest release hailing from 2025.
