Fragrance house

WA:IT

Founded in Italy in 2020 by Raffaella Grisa, WA:IT is a slow-beauty brand shaped by Japanese and Italian cultural references. Its name joins “wa,” associated with peace and harmony, with “it,” a reference to Italy and an appreciation of beauty in the present moment. Grisa’s travels between Italy and Asia, including a visit to Tokyo’s Meiji Shrine, informed the brand’s emphasis on mindfulness, presence, and self-care rituals; she is identified as its founder and creative director. WA:IT became the first European beauty brand to achieve Carbon Negative status in 2021. Fragrance is presented as a functional sensory ritual intended to support presence, calm, and renewal. In February 2025, WA:IT announced the debut of the AKA and LUCE fragrances at the Esxence perfume exhibition, framing them through the concept of perfume as therapy.