SOOR: Connecting Time Spent Getting Ready and Living at Home through Woody Fragrance

SOOR is a Japanese lifestyle brand that connects getting ready with time spent at home through woody fragrance. A scent worn on the body can also be used in a room or on linens, while fragrance is incorporated into balms for styling the hair and creams worked into the skin. Rather than bringing out perfume only for special occasions, the brand places fragrance alongside everyday actions.

Key Facts
The Origins of the Brand
1. Born in Japan in 2022, with Wood at Its Fragrant Core
2. Tsugumi Yokoi’s Career and the Development of Balms and Mists
The Brand’s Approach
References

Key Facts

Born: 2022, Japan
Person behind the brand: Tsugumi Yokoi
Retail business operator: CONCENTRATE Co., Ltd.
Fragrance focus: Wood
Official website: SOOR

The Origins of the Brand

Born in Japan in 2022, with Wood at Its Fragrant Core

SOOR was born in 2022 as a lifestyle brand committed to production in Japan. Its name carries three words: Scent, Wood, and Relax. Fragrances designed to blend into people’s daily lives are composed around wood and connected with time to unwind. This combination is developed through fragrances and care products.

Tsugumi Yokoi’s Career and the Development of Balms and Mists

Tsugumi Yokoi, who is behind SOOR, joined Baycrews in 2011. Yokoi worked as a sales associate and store manager at Spick & Span and SLOBE IÉNA, later becoming a buyer for SLOBE IÉNA. Yokoi left in 2022 and fully launched the shop, HOWIE Clothing, in July of that year.

HOWIE carries vintage clothes collected by Yokoi as well as original clothing. Meanwhile, SOOR developed products based on woody fragrances. By May 2023, its offerings included a hair balm and a “multi mist” for the body, hair, rooms, pillows, and clothing, with advance reservations for the mist also offered through Baycrews. From early on, the brand included both products for getting ready and fragrances for the surrounding space.

Later, COLDBECK began carrying the brand in 2025, and in 2026 it held a limited-time promotion at ISETAN MiRROR. Opportunities to try the balms and fragrances in stores have also expanded.

The Brand’s Approach

Fragrance across the Body, Rooms, and Linens

UNWIND FRAGRANCE is a multipurpose fragrance for use not only on the body but also in spaces and on linens. The place where fragrance is worn is not limited to the skin. Its distance from the user changes when it is worn, dispersed in a room, or added to pillows and sheets. A single product proposes these different ways of using scent.

Depicting Different Moments in a Day with Hinoki and Yuzu

HINOKI layers hinoki cypress with cedarwood and patchouli, moving toward musk and woody amber. The brand evokes a calm woody scent reminiscent of a deep forest. It proposes it as a fragrance for the end of the day or a night spent quietly.

By contrast, YUZU combines yuzu essential oil with lemon and bergamot, adding a marine impression. Beneath this sit cedarwood, sandalwood (in Japanese), patchouli, and white musk. Even a citrus-themed fragrance contains woody elements, revealing SOOR’s focus on wood. This fragrance is proposed for mornings and moments when a change of mood is wanted.

Hinoki’s quiet wood and yuzu’s bright citrus: connecting different expressions to different times of day gives concrete form to the brand’s idea of “fragrances that blend into daily life.”

Layering Woody Fragrance into Haircare and Skincare

Woody fragrance is not confined to spray products. HAIR BALM #1 combines flowers and citrus with a base of patchouli, cedarwood, sandalwood, musk, and amber. Formulated with shea butter and plant oils, it has a texture intended to sit between hair oil and balm. In addition to styling the hair, it can be used on wet hair and around the nails.

MULTI CREAM, used on the face, hands, and body, likewise layers a violet-centered floral fragrance with lingering woods and amber. The balm and cream have different roles and are touched in different ways, but the act of enjoying fragrance is placed within the actions of caring for the hair and skin. Their design brings caring for the body and experiencing fragrance in daily life into close proximity.