Fragrance house

to/one

to/one launched on February 28, 2018, as a natural and organic makeup brand developed by MASH Beauty Lab. Its name joins “tone,” for a tone that makes the face appear beautiful, with “to one,” for colors intended for each individual. The brand’s identity extends beyond visible makeup to a natural and organic total-beauty approach centered on bringing out the beauty of bare skin and inner qualities, with Moroccan prickly-pear cactus oil and flower essences as recurring materials. Makeup artist RYUJI shaped its original concept, products, and visual direction. MASH Beauty Lab, which lists to/one among its brands, is part of MASH Holdings; in November 2022, Bain Capital Private Equity announced an agreement to acquire a majority stake in the parent group. On December 6, 2024, to/one introduced its first fragrance collection, built around Sweet Bouquet and including an eau de toilette, hand-and-body milk, and diffuser. The Sweet Bouquet Eau de Toilette is a floral-fruity scent inspired by arranging freshly picked flowers and developed with a long-established Grasse fragrance maison under a requirement to use natural raw materials.