Fragrance house

5W1H

5W1H is a fragrance maison founded in 2019 by Mayumi Nakata, who launched it after leaving her director role at the candle brand SWATi and drawing on fragrance research developed through her creative work. The name brings together five W concepts—WAKE, WISH, WALK, WILL, and WISDOM—with one H, HUMOR. Its method combines original and selected fragrance materials with a proprietary chart diagnosis intended to match a person’s sensibility to a fragrance; in July 2020, retailer Lazy Susan announced a ten-fragrance space-fragrance range selected through an online chart based on psychology and Five Elements theory. Today, 5W1H is presented through 合同会社香油香寮, established in February 2023 with Nakata as representative, and Nakata is credited with developing the maison’s personal-fragrance method and directing its fragrance design. In November 2023, she introduced KOYOMI＋REKI, a calendar-fragrance concept expressing 366 scents through two calendar systems. In February 2024, she created THEOBROMA PARFUMS with chocolatier Koji Tsuchiya and Tokyo chocolate shop Musée du Chocolat Théobroma, extending the creative direction into chocolate gourmand fragrance.