Fragrance house

I Fragrance

I fragrance is a Japanese fragrance brand launched by Flannel on November 1, 2024, following a limited advance release in October. Built around the 12 zodiac signs, it connects scent with astrology, personal reflection, and the idea of a wearable talisman intended for oneself or as a gift. At launch, brand director and designer Moeka Seki shaped this concept around creating a personal product for both giving and self-use. The brand’s first collection comprised zodiac-specific aroma fragrance oils made with plant essential oils and sunflower seed oil, developed over approximately a year with specialists in astrology and perfumery. Zodiac designs, messages, and astrology content extend the idea across its packaging and digital experience. In November 2025, I fragrance marked its first anniversary with the launch of a zodiac-based pillow mist, expanding its original fragrance-oil offering.