Fragrance house

Di Ser

Di Ser is a fragrance brand based in Sapporo, Hokkaido, Japan, founded by Yasuyuki Shinohara in 1999. At its inception, Shinohara developed the company into two branches: Luz, an agricultural research arm, and Essentia, a pharmacology section; he is also identified as Di Ser’s perfumer and Essentia’s director. The brand’s creative identity brings Japanese Kōdō incense culture into dialogue with modern techniques, presenting fragrance as a connection between the visible and non-visible. It emphasizes natural materials gathered in Japan and elsewhere, with perfumes made from natural fragrance, plant-based alcohol, and water. Hokkaido references include shiso, Sakhalin fir, peppermint, Japanese rose, and local trees and flowers. Kyara is a signature example: Di Ser spent 15 years perfecting the extraction of Kyara-grade agarwood, and the fragrance was among the house’s earliest releases. Keman’s initial limited run sold out quickly and was named a finalist in the 2020 Art and Olfaction Awards. In 2021, Hana Matsuri by Shinohara won Best Creation at Barcelona Olfaction Week’s international perfume competition.