Fragrance house

athletia

athletia launched in Japan on February 19, 2020, as a skincare and lifestyle brand created by e’quipe, Ltd., following the company’s RMK and SUQQU brands. From its debut, athletia framed its identity around “Strengthen Yourself.” and a balance between dynamic and tranquil states, addressing active lifestyles across age and gender through a clean-beauty approach attentive to people, society, and nature. Operated by e’quipe as a Kao Group company, the brand combines botanical essential-oil fragrance with a nature-and-technology perspective, using scent to accompany transitions between activity and rest. In October 2025, athletia introduced its first dedicated fragrance collection: three eau de parfums—LOST IN THE CROWD, UNTIL THE CLOUDS CLEAR, and TWILIGHT HUES—that extend its creative identity into emotional landscapes for moments of psychological fluctuation.