Liberta Perfume was born in 2020 with the concept of "democratizing fragrance" and named after the word Liberta, which means freedom.
Founder and perfumer Daiki Yamane has incorporated the knowledge of perfumery and counseling he has cultivated at a custom-made perfume brand into a unique algorithm to develop a system that can diagnose the best fragrance for each individual. He established Japan's first "personalized fragrance system" and began developing the brand through both pop-up and online outlets.
"The sense of smell is inherently an instinctive, intuitive human sense. Despite this, I felt it was unsatisfying that perfumes could only be chosen from mass-produced, ready-made products. This was what prompted me to start the brand. Fragrances should be more open, and the range of ways to enjoy them should expand. I want to create an era in which everyone can know their own preferences and wear a fragrance that they can love for many years."
One step towards realizing Yamane's passionate dream was the opening of his first street-level store, Labo Perfumerie, in Nakameguro, Tokyo in 2023. The store launched a fully customizable service that allows customers to create their own unique perfume.
First, a professional perfumer will casually discuss the concept and inspiration for the fragrance you want. After that, you will spend about an hour trying dozens of fragrances and creating five samples. You will then be able to choose your favorite and take it home with you on the day. The store shelves are also lined with around 20 finished products, including scents of "tea" and "sake," which are deeply rooted in Japanese culture, as well as a ready-to-wear collection.
"In fact, there are fewer Japanese perfumers than there are astronauts, at only about 50. I believe it is our role to increase that number ten or even a hundred times. We have also started holding workshops for children and nurturing the next generation of perfumers. I hope to eventually create a creative team that we can be proud of on the world stage, and to work towards democratizing the entire fragrance industry."
Custom-made bottles and packaging starting from 17,000 yen. 
Finished eau de parfum products are also available in stores, including "Rain Blossom," which depicts the hydrangea in the center. 50ml starting from 18,000 yen.
