WA:IT is an exquisite fusion of two distinct cultures, Japanese and Italian, forming a harmonious blend that celebrates the beauty found within duality. While their perceptions may vary, both cultures share a deep appreciation and recognition of the importance of beauty. From the Italian perspective, beauty is synonymous with vitality and warmth, reminiscent of the flourishing summer season. The sheer joy experienced when basking by the awe-inspiring Italian seaside evokes profound contemplation, a renewed sense of emotion, and ignites the spark of creative inspiration.

In contrast, the Japanese approach to beauty revolves around the transience of existence. Similar to the ever-changing seasons in nature, things come to life and eventually fade away. There is a profound sense of pleasure that arises from immersing oneself in the stillness and sanctity of a Japanese temple, patiently waiting, indulging in the aromatic scents, and forming a deep connection with the world and everything it encompasses. This process of contemplation and wandering allows us to absorb the abundant natural beauty surrounding us, finding solace in the ephemeral nature of life.

WA:IT encapsulates this essence of beauty through a range of soul-replenishing fragrance and skincare products, unveiling the true inner beauty of individuals on the outside. Like the concept of ‘wa’ in Japanese culture, WA:IT seeks to unite and balance the inner and outer selves. By enveloping our senses and breathing in the sensory experience, WA:IT ignites the profound harmony that lies within.

Wandering and waiting serve as transformative journeys, enabling us to discover a newfound love for ourselves and comprehend our authentic selves. This process involves embracing both our limitations and capabilities while fostering unwavering faith and belief in our own potential. Faith embraces the tranquility of a single moment, where we find ourselves through moments of lostness or by simply being still. Stepping away from the bustling world helps us to perceive it with newfound clarity and a deeper understanding.

Embarking on the voyage of wandering and WA:IT-ing represents a labor of universal love, a reverence for the multifaceted beauty of life. Life’s beauty unfolds in a paradoxical blend of stillness and movement, complementing each other in perfect harmony. WA:IT stands as a testament to this philosophy, as a fragrance brand that encapsulates the essence of this profound connection. With only one perfume in our fragrance encyclopedia since 2022, WA:IT encompasses the ethos of beauty, inviting us to explore and relish in the exquisite journey it offers.