Fragrance house

Angel Heart / エンジェルハート

Angel Heart traces its corporate beginnings to ANGEL HEART CO., LTD., established on December 4, 2001, and introduced its first fragrance in June 2002. The brand expanded into bath cosmetics in 2005; in 2010, the company adopted its current Angel Heart corporate name. Its creative identity values surprise and uses fragrance to enrich personal stories and create moments of comfort, expressed in the slogan “Perfume your Story.” The original 2002 Angel Heart scent is a fruity-floral fragrance, and its bright red heart-shaped bottle has been identified as a defining visual in 2000s Japanese girls’ perfume culture. The brand also developed its public image through visual campaigns and image-model collaborations, including Minami Akina’s role as a muse from 2010 to 2012. In 2025, Angel Heart co-developed Seishun Emo Fragrance with nicola and Don Quijote, drawing on research from more than 1,200 members of the Z–alpha generation; in November, creator Shinako contributed to a by Angel Heart collaboration spanning the bottle, packaging, and scent.