Heritage
A house, in its own words
The House of Natori traces its origins to 1977, when Josie Natori, a Filipino-American entrepreneur, launched her eponymous brand from New York. Initially focused on sleepwear and loungewear, Natori distinguished herself by approaching intimate apparel with the same design sensibility reserved for high fashion. Her background included a degree from Manhattanville College and early work in the fashion industry before striking out independently. The brand grew steadily through the 1980s and 1990s, expanding its reach while maintaining the refined aesthetic that characterized its founding vision. In 1984, Natori released its first fragrance, establishing a presence in the beauty category that would later expand significantly. During the mid-1990s, an Avon-licensed fragrance brought the Natori name to an even broader audience through direct sales channels. The company continued to develop its fashion business throughout this period, building recognition as a premium yet approachable lifestyle brand. A pivotal moment arrived in May 2008, when Natori signed a global fragrance partnership that would shape the brand's beauty direction going forward. This agreement paved the way for the 2009 launch of a revised Natori fragrance, created by Givaudan's Caroline Sabas. The partnership signaled the brand's commitment to positioning fragrance as a meaningful extension of its fashion identity, rather than a mere licensing exercise. Subsequent releases including Josie in 2014 and Josie Exotic Petals in 2015 demonstrated ongoing investment in the category, each translating different facets of the Natori aesthetic into scent. Natori approaches fragrance as a natural extension of its fashion philosophy, seeking to create scents that feel like a second skin rather than a statement piece. The brand's founder, Josie Natori, has consistently emphasized comfort and self-assurance in her design work, values that carry through to the fragrance collection. Rather than chasing trend-driven compositions, Natori's scent strategy centers on timeless femininity expressed through carefully balanced florals and warm undertones. The collaboration with perfumer Caroline Sabas reflects a commitment to thoughtful, personal fragrance creation. Sabas, working from Givaudan's resources, crafted the Natori fragrance to evoke what reviewers described as familiarity and comfort, comparing the experience to wearing a beloved outfit. This metaphor captures the brand's core approach: fragrance should enhance rather than announce, supporting the wearer's confidence rather than demanding attention. Natori's fragrance philosophy also embraces accessibility. While the brand occupies a premium position in fashion, its scent offerings have historically remained within reach for a broad audience. This democratization of elegance aligns with the broader Natori mission of making women feel beautiful and confident in their everyday lives, whether dressing for sleep, for work, or for special occasions.