Niche Fragrance Store 'NOSE SHOP' to Host POP-UP at Isetan Shinjuku from May 20, Featuring Summer Scents from Four Popular Brands

NOSE SHOP, which has revolutionized the Japanese perfume market often called a 'perfume desert' by introducing Japan's first niche fragrance specialty store, will host a limited-time POP-UP at Isetan Shinjuku Store Main Building 1F, Isetan Beauty Cosmetics/Promotion, from May 20 (Wednesday) to May 26 (Tuesday), 2026.

This event will showcase carefully selected items from four representative niche fragrance brands at NOSE SHOP: 'Bdk Parfums,' 'Jovoy Paris,' 'Nishane,' and 'Thoo.' Through these uniquely characterful scents, the shop proposes new olfactory encounters for the upcoming summer.

### Anticipated New Products from Popular Brands

This POP-UP features the highly popular brands Bdk Parfums, Jovoy Paris, Nishane, and Thoo. New products will debut as pre-releases from 'Jovoy Paris,' which became a hot topic after starting at NOSE SHOP this spring, and 'Thoo,' known for its highly artistic visuals.

Jovoy Paris presents two new scents: 'L'Arbre de la Connaissance,' a mysterious fragrance centered on figs, and 'Rouge Assassin,' a passionate and powdery scent reminiscent of deep red lipstick. From Thoo comes 'Neverending,' a warm, spicy, yet soft fragrance expressing the unceasing flow of emotions.

Other items include perennial bestsellers and vibrant scents perfect for summer, all presented within the unique worldviews of each brand.

### Bdk Parfums: Nouveau Classic by a Young Perfumer

Bdk Parfums is an independent fragrance brand based in the Palais-Royal district of Paris, founded by young perfumer David Benedek. Committed to using the finest natural ingredients, the brand creates 'perfumes that tell stories.' Every scent is inspired by characters from stories David has written—their expressions, movements, and silhouettes.

Born into a perfume family where his grandparents and parents managed luxury perfume shops, David studied fashion and the perfume business before working at the world's largest fragrance manufacturer and eventually starting his own company.

He loves Paris, draws inspiration from the city, and takes great pride in being a Parisian brand. The bottle caps are handcrafted by Parisian goldsmiths, and the bottles by glass artisans in Normandy. He aims for 'authenticity' through traditional French methods, creating what can be called contemporary classic perfumes (Nouveau Classic).

**Featured Item:**
- **Brand:** Bdk Parfums
- **Product:** Bouquet de Hongrie (Hungarian Bouquet)
- **Price:** 100ml / 36,300 yen (tax included)
- **Notes:** Pear, Blackcurrant, Strawberry (Top); Rose, Jasmine Sambac, Lorenox (Body); Musk, Cedarwood, Amber (Base)
- **Perfumer:** Serge Majoullier

### Jovoy Paris: The Soul of Sleeping Fragrances Revived

Jovoy Paris was founded in 1923 on Rue de la Paix in Paris by Blanche Arvoy. The brand name was a play on her nickname 'Joe' and her partner's surname 'Arvoy.' Its opulent scents in magnificent Lalique or Baccarat bottles took Parisian high society by storm before sinking into history during the Great Depression. Blanche’s lifelong belief was that the scent itself, rather than flashy names or beautiful bottles, should always be the protagonist.

François Hénin, a traveler who fell in love with the world of natural ingredients while distilling raw materials in Vietnam, brought that soul back to the modern age by reviving Jovoy in 2006. Rather than a mere reproduction of the past, he chose to do what Blanche would have done today for our era.